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Corporate Campaign Theories

  • By: Janet A. Bridges
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

The concept of corporate campaign theories can be discussed from at least two major perspectives: promotional product or service advertising campaigns, most relevant to the field of marketing, or the less visible corporate issues campaigns, most relevant to the field of public ...

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