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Chapter 11: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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To explain the role of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications. By integrating public relations, event sponsorships, and institutional advertising with its general advertising activities, a company can improve the overall effectiveness of its marketing efforts.
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Chapter 11: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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