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RCBC: Week Six

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Required Assigned Reading(s)

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The Relationship between Integrated Marketing Communication, Market Orientation, and Brand Orientation by Reid, Mike; Luxton, Sandra; Mavondo, Felix
Journal of Advertising, Vol. 34, No. 4, Integrated Marketing Communication (IMC) (Winter, 2005), pp. 11-23

Supplemental Reading(s)

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Case study: Understanding global market dynamics requires global network reach by DANTE (Delivery of Advanced Network Technology to Europe).
Trans-Eurasia Information Network (TEIN3), Cambridge, UK.
Entry Modes For International Markets: Case Study Of Huawei, A Chinese Technology Enterprise by Wu, Donglin; Zhao, Fang
International Review of Business Research Papers. Vol.3 No.1. March 2007, Pp.183 - 196

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