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Number of Pages 4
This research paper: This 4 page paper is written in two parts, the first part looks at what advertising and promotion is so importance in an integrated marketing communication (IMC) strategy. The second part of the paper considers the way that brand issues and desired image need to be considered before formulating a brand strategy. Both sections are illustrated with examples from the marketing of Calvin Klein. The bibliography cites 5 sources.
File: TS14_TEcalvink.rtf
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