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Search Results for Author 'Schmitt, Bernd H.':

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Building Brand Equity through Event Marketing

Idea posted: November 2013

Institutions: IÉSEG School of Management    Columbia Business School   

Authors:

While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is…

  READ MORE   PIN TO MY IDEAS Idea #251

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