The role of alternative brand contact planning in the South African marketing and communication industry
This study explores the nature, role and planning of the alternative brand contact. The concept of alternative brand contact is embedded in integrated brand contact management. Based on the outside-in and zero-based planning philosophy of integrated brand contact management, the alternative brand co...
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2013
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| Online Access: | http://hdl.handle.net/2263/26108 Enslin, C 2005-07-08, The role of alternative brand contact planning in the South African marketing and communication industry, PhD Thesis, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/26108> http://upetd.up.ac.za/thesis/available/etd-07082004-094836/ |