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Showing 1 to 1 of 1 for “"Integrated Dualism"”.
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On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising
… reveals a close similarity to recent concepts of integrated marketing communication (Schultz). This project contrasts marketing communication approaches grounded in mass psychology with the rational choice model of consumer behavior.</p><p> These dualistic viewpoints are often regarded as mutually …