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| Author: | Griffin, T. Hidalgo, P. McArthur, D. Yamaki, T. |
| Title: | Marketing communications: examining the work of practitioners in the United States, Japan and Chile |
| Journal: | International Journal of Advertising
2000 : VOL. 19:1, p. 73-93 |
| Index terms: | Communication Marketing research Chile Japan USA |
| Language: | eng |
| Abstract: | This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications. In this study, respondents share insights on the time and attention they devoted to selected marketing communication activities and the extent to which various communication alternatives are considered when a campaign is being planned. |
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