LIBROS DEL AUTOR: michael knoppel

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  • An analysis of 'Product Placement' as a strategic communication instrument
    Michael Knöppel
    Inhaltsangabe:Abstract: The dissertation scrutinises the opportunities that product placement may entail as an additive and integral part of a company’s marketing mix. It also discusses its imminent disadvantages and threats as posed by the relevant German legislation. The main focus, however, is placed on the conceivable effects of product placement as regards brand awareness...
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