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Essay

Marketing Mix

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Issue:

Miscellaneous

 

Written by:

Selma F

 

Date added:

May 5, 2014

 

Level:

University

 

Grade:

B

 

No of pages / words:

5 / 1371

 

Was viewed:

4279 times

 

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Essay content:

Winer Stern School of Business, New York University, 44 West 4th Street, New York, New York 10012, rwiner@stern.nyu.edu Companies spend millions of dollars on advertising to boost a brand’s image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity...
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We believe this paradoxical situation exists because both advertising and promotion are necessary to compete effectively in dynamic markets. Consequently, brand managers need to account for interactions between marketing activities and interactions among competing brands. By recognizing interaction effects between activities, managers can consider interactivity trade-offs in planning the marketing-mix strategies...
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