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Paper
1.
A better practice approach for developing advertising. Trident White Case Study
Raúl Tena and Gonzalo Perez-Duarte, ESOMAR, Latin America Conf, Mexico City, October 2004
Trident White was successfully relaunched in the Mexican market, in large part due to the strength of its advertising. By applying research and knowledge early on and at various stages of the advertis ...

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