Public relations builds good relations with a firm's publics by
A) offering consumers sales incentives to buy products.
B) creating advertising messages on behalf of sponsors.
C) researching and developing products consumers really want.
D) communicating only when unfavorable news surfaces.
E) obtaining favorable publicity and developing a positive corporate image.
E
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London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________
A) long-term results and changes in brand equity B) short-term results and changes in brand equity C) long-term results and changes in consumer perceptions D) short-term results and changes in profitability E) changes in market share and changes in profitability
A mathematical programming model that permits decision makers to set and prioritize multiple objective functions is called a
A) pure-integer programming problem. B) mixed-integer programming problem. C) zero-one integer programming problem. D) goal programming problem. E) nonlinear programming problem.