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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
PR: The Credibilty Builder

Learning Objectives


Chapter 17 - PR: The Credibility Builder
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO ANSWER:
  • What is public relations, and how does it relate to IMC?
  • Why is corporate communication important to IMC programs?
  • What are the strengths and limitations of marketing public relations (MPR)








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