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Project topics and materials on "selling"
» CHAPTER ONE INTRODUCTION 1.1 Background Of The Study Celebrity endorsement is defined as "a conventional marketing instrument used by marketers to communicate brand images and information to consumers" (Martey, 2014). It makes use of celebrity endorsers. A celebrity endorser, according to McCracken (1989), is "any individual who enjoys public perception and uses this perception on behalf of a cons...Continue Reading »
Item Type: Project Material | 59 pages | 1,456 engagements |
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY Firms are putting a lot of effort into establishing and sustaining tight, cooperative partnerships with a small number of vendors, consumers, and channel partners in order to create long term competitive advantages. Firms generate value across these partnerships by differentiating their offerings and/or lowering their prices (Ber ling, 1...Continue Reading »
Item Type: Project Material | 52 pages | 2,048 engagements |
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