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CHAPTER 2: INTEGRATED MARKETING COMMUNICATION “The greatest problem with communication is the illusion that it has been accomplished." George Bernard Shaw Research objective to be addressed: To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a theoretical perspective, in order to identify and …



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CHAPTER 2: INTEGRATED MARKETING COMMUNICATION “The greatest problem with communication is the illusion that it has been accomplished." George Bernard Shaw Research objective to be addressed: To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a theoretical perspective, in order to identify and …

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