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The paper explores two distinct communication strategies, emphasizing the linear model as a foundational framework for mass communication. It identifies seven key components of this model and argues that the effectiveness of communication relies more on the quality of the connections among these elements than on the elements themselves. The analysis provides insights into the dynamics of communication within the context of both offline and online marketing, highlighting the importance of strategic linkages in achieving successful communication outcomes.
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Marketing communication, Andreas Leitner
- Sprache
- Erscheinungsdatum
- 2007
- product-detail.submit-box.info.binding
- (Paperback)
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