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Keywords: Programme promotions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (1): 65–81.
Published: 13 February 2017
... the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns. Practical implications Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications...
