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Richard E. Stanley, Promotion: Advertising, Publicity, Personal Selling, Sales Promotion, (Englewood Cliffs, N.J.:Prentice-Hall, Inc, 1982) n
John.J.Burnett, Op.cit., p.15.
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E. Jerome McCarthy, William D. Perreault, Basic Marketing : A Managerial Approach, Ninth Edition,Richard D. Irwin, 1987, p.367.