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Case Study
1.
Salton Europe George Foreman Grills
Jim Fantozzi and Mark Wheeler, Institute of Practitioners in Advertising, Shortlisted, IPA Area Effectiveness Awards 2003
This describes the launch in the UK of a table-top electric grill which was introduced to the US market by the former heavyweight boxing champion George Foreman. The brand is now owned by Salton Euro ...

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Paper
2.
Optimising the effect of hybrid marketing campaigns
Meta Menkveld and Jeroen Rietberg, ESOMAR, Online Audience Conference, Cannes, June 2002
The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be ver ...

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