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Marketing as an Exchange
In contrast to this, relational exchanges (Dwyer et al., 1987) have a longer-term orientation and develop between parties who wish to build long-term supportive relationships. So, when a consumer buys Walkers Crisps on a usual basis and even buys the same flavour on a majority of purchase occasions, relational exchanges are considered to be taking place.
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Tools of Promotion Advertising A paid form of non-personal communication regarding to an organization and/or its manufacture to a target audience via a mass medium. P
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Case Study - Horlicks Horlicks is the name of a company and of a malted milk hot drink. This brand is the leading product in the hot milky drinks market and has been associated
What is market segmentation? Market Segmentation: Market segmentation is the process of dividing a total market into group of consumers who have relatively similar produc
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Name the main marketing communication disciplines or tools There are five main marketing communication disciplines or tools: advertising, sales promotion, personal selling (see
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