Holding a captive audience?

March 2003
Marketing Week;3/27/2003, Vol. 26 Issue 13, p34
Trade Publication
Focuses on the advantages of extending a brand into publishing. Long term improvements in customer relations; Customer relationships that are inherent to a brand; How marketers use contract publishing as a means to gain an insight into customers' needs and desires; Greater exposure of the branded periodicals to outdoor advertising.


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