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- W2488539363 abstract "Advertising, promotion and public relations (APPR) policy starts with a clear statement of marketing objectives and their implications for particular products, markets, segments and customers. Objectives likely to be more relevant to APPR relate to market share or volume — and their determinants, such as product and supplier awareness; and objectives relating to specific customer targets, product policy, price achievement and profitability — via the cost of advertising and its impact on volume and attainable price." @default.
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- W2488539363 date "1984-01-01" @default.
- W2488539363 modified "2023-09-26" @default.
- W2488539363 title "Advertising, Promotion and Public Relations" @default.
- W2488539363 doi "https://doi.org/10.1007/978-1-349-07498-3_7" @default.
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