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Jan 15, 2020 · Chapter 1: Advertising and IMC Today. Chapter 2: The Big Picture: The Functions ofAdvertising and Its Evolution. Chapter 3: The Big Picture: Economic, Ethical,and Regulatory Aspects. Chapter 4: The Scope of Advertising: From Localto Global . Part Two: Planning the Campaign. Chapter 5: Marketing and Consumer Behavior: TheFoundations of IMC
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