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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch

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Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing, . |

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