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Essay text:
Winer
Stern School of Business, New York University, 44 West 4th Street, New York, New York 10012, rwiner@stern.nyu.edu
Companies spend millions of dollars on advertising to boost a brand’s image and simultaneously spend
millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We
believe this paradoxical situation exists because both advertising and promotion are necessary to compete effectively
in dynamic markets. Consequently, brand managers need to account for interactions between marketing
activities and interactions among competing brands...
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