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Number of Pages 12
A 12 page paper creating a strategic communications plan focusing on research, action, communication and evaluation as they apply to promoting Starbucks' entertainment venture. In-store promotion is particularly effective at Starbucks because of customers' habits of lingering and reading as they enjoy their Starbucks coffee creation. Evaluation of Starbucks' efforts in entertainment can be linked to in-store sales of DVDs – and when available – books and MP3 downloads. Bibliography lists 10 sources.
File: CC6_KSstarStrat.rtf
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