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Keywords: Contingency planning
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1995) 12 (1): 26–48.
Published: 01 February 1995
... can be very tricky and difficult. © MCB UP Limited 1995 Advertising Contingency planning Individual behaviour Transnationals Because advertising, effective advertising, is an appeal to human fundamental needs, desires, and motivations, it is an appeal to basic human nature...
