Power struggle now taking place in promotion industry

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1. Briefly describe the power struggle now taking place in the promotion industry. Who, beyond advertising agencies, is exerting power in the industry, and in what ways?

2. Do you think the increasing independence and control consumers gain through new technologies like digital video recorders, the Internet, digital music players, and cell phones will make brand promotion less important? Explain.

Reference no: EM131711331

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