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Consequently it's helpful to think of advertising as a continuous organizational/company attitude, rather than a single campaign. The policy aspects of the campaign might focus on increasing access to mammograms through lower costs, requiring insurance and Medicaid coverage of mammograms or increasing federal funding for breast cancer research. Whilst seeking to clarify the objectives of the research it is usually worthwhile having discussions with other levels of management who have some understanding of the marketing problem and/or the surrounding issues.

Pages: 256

Publisher: Kogan Page Ltd (August 23, 1997)

ISBN: 0749420480

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