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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To understand the role of personal selling in the integrated marketing communications program.
LO 2To know the advantages and disadvantages of personal selling as a promotional program element.
LO 3To understand how personal selling is combined with other elements in an IMC program.
LO 4To know methods used to determine the effectiveness of the personal selling effort.





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