Essays about: "Paola Rashid"
Found 1 essay containing the words Paola Rashid.
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1. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE
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