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| Author: | Kroeber-Riel, W. |
| Title: | Kommunikationspolitik |
| Journal: | Marketing
1991 : VOL. 13:3, p. 164-171 |
| Index terms: | PUBLIC RELATIONS |
| Language: | ger |
| Abstract: | Communication policy embraces all the means of a firm to reveal information about himself. Its tools are advertising , packaging, public relations, sales promotion etc. The goal of a communication policy. Integrated communication policy. Theoretical problems of communication policy. The main research areas in communication policy (low involvement communication, deep analysis etc.). |
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