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The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness Gianluigi Guido 2001 edition
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The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness
Gianluigi Guido
Presents a theoretical approach for enhancing consumer processing and memory of marketing communication. This book is suitable for academic scholars, and also for marketers who plan ad campaigns and launch new products.
296 pages, biography
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