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Chapter 14 Version 6e. 2. chapter. Learning Objectives. . 14. . 1.Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix. 3. Describe the communication process.. . Chapter 14 Version 6e. 3. chapter. Learning Objectives (continued). . 14. . 4. Expla

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Integrated Marketing Communications

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