You are the marketing vice president of a large soft-drink, Marketing Management

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You are the marketing vice president of a large soft-drink

You are the marketing vice president of a large soft-drink company. Your company's advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product.

Discuss the reference group factors that you would raise before the celebrity is hired.

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Marketing Management: You are the marketing vice president of a large soft-drink

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Marketing Management: You are the marketing vice president of a large soft-drink

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