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| Topic: |
Business
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| Number of pages / Number of words: |
40 / 11148 |
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Second, we demonstrate that ITL utilizes customer-focused marketing communications, including cross-cultural integration. A strong brand strategy, driven by customer feedback, is apparent in the firm's marketing of Player's, and ITL and the market research firms and ad agencies it has hired have routinely and extensively studied consumer attitudes, opinions, and behavior...
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A strong brand strategy, driven by customer feedback, is apparent in the firm's marketing of Player's, and ITL and the market research firms and ad agencies it has hired have routinely and extensively studied consumer attitudes, opinions, and behavior. These studies and reports have been revealed through public litigation and public legislative hearings into the tobacco industry, which have provided researchers with an unparalleled look into the internal marketing strategies and consumer research of major corporations such as ITL (for a discussion on approaches to searching tobacco industry documents, see Malone and Balbach 2000 or Balbach, Gasior, and Barbeau 2002)...
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“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”
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