advertising strategy of lg electronics

7/27/2019 Advertising Strategy of LG Electronics

1/71

A MINOR PROJECT REPORT

ON

ADVERTISING STRATEGIESOF

LG ELECTRONICS

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

Affiliated t GGSIPU

SUBMITTED TO:- SUBMITTED BY:- MRS. VANDANA ARORA, TUSHAR SETHI INTERNAL GUIDE ENROLLMENT NO:-

00121401710

SESSION! "#$# % "#$&

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL'

VASANT UNJ

GURU GOBIND SINGH INDRAPRASTHA UNIVERSIT


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ACNO*LEDGEMENT

Gettin ! "#$%e&t #e"$#t #e!'( #e)*i#e+ te !#' $# !n' e//$#t $/ !n( "e$"e. i#+t $/ !,

I #!te/*( !&n$e'e M#+. V!n'!n! A#$#! /$# e# in3!*!e +*""$#t !n' *i'!n&e

'*#in te &$"eti$n $/ ( "#$%e&t !n' +*"e#3i+in ( $#. A+$ I $*' !+$ ie t$

t!n ! t$+e $ !3e &$nt#i*te' in &$"etin ti+ "#$%e&t #e"$#t. I &$n3e( (

e!#t/et !//e&ti$n t$ ! t$+e "e$"e $ e"e' !n' +*""$#te' e '*#in te &$*#+e, /$#

&$"eti$n $/ ( 5#$%e&t Re"$#t. E+"e&i!( t!n te e"$(ee+ !t LG Ee&t#$ni&+ /$#

tei# 3!*!e e" !n' t$+e $ +"!#e' tei# tie /$# "#$3i'in in/$#!ti$n !n'

#e+"$n'in t$ ( )*e+ti$nn!i#e.

T+,-a. Set-i

ii


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CERTIFICATE

Ti+ i+ t$ &e#ti/( t!t T*+!# Seti i+ ! $n!/i'e +t*'ent $/ 6 (e!#+ #e*!# &$*#+e $/

B!&e$# $/ B*+ine++ St*'ie+ BBA8 $/ 9!!nn!t Inte#n!ti$n! M!n!eent S&$$

9IMS8.

Te "#$%e&t tite' MAR;ETING STRATEGIES O LG ELE


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E/ECUTIVE SUMMAR

LG i+ ! M*tin!ti$n!


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A 'et!ie' #e+e!#& $n te !in t$"i& A'3e#ti+in St#!teie+ $/ LG !+ een '$ne ne?t,

iitin !$n it it t$"i&+ ie e//e&ti3e !'3e#ti+in !n' &$n+*e# "#e/e#en&e+.

D!t! An!(+i+ !+ "e#/$#e' ne?t $n te !+i+ $/ te inte#3ie+ !n' #e"ie+ $/ te "e$"e

t#$* te "#e"!#e' )*e+ti$nn!i#e. It !+ /$*n' t!t LG !' ! #e+"e&t!e +t!n' in te

!#et !n' t!t !n( "e$"e /$*n' LG=+ A'3e#ti+in St#!teie+ t$ e !tt#!&ti3e.

Te !+i& &$n&*+i$n+ t!t &$*' e '#!n $*t $/ te $e "#$%e&t e#e t!t LG !' $#e

t!n +*#3i3e' '*#in te "!+t t#ee (e!#+ in te !#et. It &$*' !+$ e e!+i( !'e $*t t!t

te#e !+ ! $t $/ +t#i&t &$"etiti$n in te !#et !n' t!t te *(e#+ !' ! $t $/ $"ti$n+ t$

&$$+e /#$. it te &$in in $/ te /$#ein #!n'+, te in'*+t#( !n' te !#et !#e

ie( t$ #$ *t ti+ it e !t te e?"en+e $/ $*# $n In'i!n &$"!nie+.

I/ LG i+ t$ #$ +*&&e++/*( in te /*t*#e, $ne+t +&ee+ *+t e !*n&e' ( te !$n

it +"e&i! /$&*+ $n #*#! !#e!+. V!#i$*+ &*+t$e# $#iente' +&ee+ ie !/te# +!e

+e#3i&e+, &*+t$e# &!#e &ente#+ *+t e !*n&e'. V!*e /$# $ne( *+t e "#$3i'e'.

L!& $/ tie !$tte' /$# te "#$%e&t,


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TABLE OF CONTENTS

C-a0te. N+12e. T0i3 Pa4e N+12e.


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C-a0te. $ !

INTRODUCTION

1


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A'3e#ti+eent, i& i+ ! *? $/ !n( !#et e&$n$(, "!(+ ! "i3$t!

#$ e in te e&$n$i& "#$#e++ $/ ! n! ti$n. A'3e# t i+ in i + in'ee' te

$n( 'i#e&t et$', i& e"+ t$ #e!& !++e+ $/ "$tent i! *(e#+.

A'3e# ti +in , ein '(n!i&, &!ne+ it &!n in et$'+ $ /

'i+t#i*ti$n !n' &$n+*"ti$n. A'3e#ti+eent+ !3e e&$e te "!#t $/

i /e /$# e3e#($ne !+ ! i + tene# t#$* +$e e'i! $# $ te# . In te

"#e+ent e#! $/ in/$#!ti$n e?"$+i$n !n' e'i! in/*en&e, te+e

!'3e#t i+eent+ "!( ! !%$# #$e in &!nin te +et t e' "e#&e"ti$n $#

tinin, i& i+ $te#i+e &! e' !t t i t*'e, $/ te &$n+*e# !n' !+$

te &$n+*"ti$n "!tte#n $/ te +$&iet( in ene#!. T*+, te i"!&t e!'

t$ &* t*#! !n' +$&i! &!ne+ t$ ! #e!t e?tent . Un'e# ti+ + i t*!t i$n

e//i&ien&( $/ te !n*/!&t*#e#+, !#ete#+ !n' !'3e#ti+e#+ i+ te+te' in

& * #n in $ *t ! '3 e# ti +e e nt +, ! t& i n t e e ?" e& t! ti $n $ / t e

&$n+*e#+, i& !( #!'*! ( #in !$*t 'e+ i# e' ! tt it *' in!

&!ne+ in te.

Need f. Ad5e.ti,e1e6t

A'3e#t i+eent "!(+ ! !%$# #$e in e3e#( ! $/ i /e . Te 'i3e#ent

+e&t i$n+ $/ te +$&iet( !( nee' !'3e#t i+eent /$# ! 3!#iet( $/ #e!+$n

/#$ in/$#!ti$n +!#in t$ &$n+*e# "e#+*!+i$n t$ 'e&i+i$n !in.

2


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Te "!#!$*nt #e!+$n i& !( ne&e++it!te te *+e $/ !'3e#ti+eent+

!( e:

A'3e# ti +in i + ! !( $ / &$*ni&!t in in/$#!ti$n t$ te

&$n+*e#, i& en!e+ i $# e# t$ &$"!#e !n' &$$+e /#$

te " #$'*&t + !n' +e#3i&e+ !3! i ! e . A'3e#t i+eent en!e+

&$n+*e# t$ e?e#&i+e tei# #it $/ /#ee &$i&e.

A'3e#ti+ in i+ te $+t e&$n$i &! e !n+ ( i& !

!n*/!&t*#e# $# !n in+t i t* t i$n! $'( &!n &$*ni&!te t$ !n

!*'ien&e ete# t$ +e ! "#$'*&t $# "#$$te ! &!*+e $/ +$&i!

e/!#e +*& !+ ! &i3i& '#i3e $# !n i*ni!ti$n "#$#!e.

A'3e# ti + in, e in ! ne&e++!#( e!n+ $/ &$*ni&!t i$n i + !n

in+e"!#! e "!# t $ / +"ee& . An( #e+ t# i& ti$n $n te # it t$

#e&$en'e' ei t i!te $$'+, +e#3i&e+ $# i'e!+ in "*i& i

'iini+ te /*n'!ent! #it $/ te /#ee'$ $/ +"ee&.

A'3e#t i+ in &!n e" in i"#$3in te e&$n$ie+ $/ 'e3e$"in

&$*nt#ie+. A'3e# t i+ in + t i*! te+ ine!+e+ in "#$'*&t i$n !n'

&$n+e)*ent( ene#!te+ $#e e"$(ent.

A'3e#ti+in i+ !n e++enti! !n' inte#! t$ te !#etin +(+te.

It i+ +$etie+ !int!ine' t!t te !#et in +(+te i+ n$tin

*t te &$n+e)*ent $/ ! &$*nt#(=+ +$&i! !n' e&$n$i& #$t.

T e / !& t i + t ! t ! '3 e# ti +i n i + t e ! in e( t $$ * +e ' t $ !

&$*nt#(=+ #$t.

6


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Te !+i& &$n&e"t !+e' $n Tein !n' Sein=. One $/ te M=+ $/

!n !'3e# ti + in "#$#! i+ Me!+*#eent. I t 'en$te+ $ te #e+* t+

+$*' e e3! *!te' . Me!+*#eent &!n ! t e+ t e '$ne ! #$*n' !n

!*'ien&eJ &*+t$e#=+ !iit( t$ #e&$nie !n' #e&! te !'3e#ti+eent

!n' te t$t! i"!&t /$#e' te ( te $3e#! i!e $/ te &$"!n(

t!t /in!( in/*en&e te "*#&!+e e!3i$# $/ te &*+t$e#.

T e " #e +e nt + &e n! #i $ $ / t e M


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OJECTIVES OF THE PROJECT

Te !in $%e&ti3e+ $/ &$n'*&tin te "#$%e&t KA'3e#ti+in St#!te( $/ LG

Ee&t#$ni&+ !#e !+ /$$in:

T$ n$ i"!&t $# te e//e&t $/ !'3e#ti+eent $n &$n+*e# !ttit*'e.

T$ n$ te "e#&e"ti$n $/ te &$n+*e# t$!#'+ LG=+ !'3e#ti+in.

T$ n$ #!n' #e&! $/ LG.

T$ !n!(e te e//e&ti3ene++ $/ "#e+ent !'3e#ti+in +t#!teie+ $/ LG.


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SCOPE OF THE STUD

Te "#$%e&t !+ *n'e#t!en t$ +t*'( te !'3e#ti+in +t#!teie+ $/ LG

Ee&t#$ni&+. A+ "e# ti+ +t*'( !t &$*' e !n!(e' !+: B#!n' Re&!

$/ LG, E//e&t $/ A'3e#ti+in $n


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C-a0te. " !

RESEARCH

METHODOLOG

7


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MARETING RESEARCH

M!#etin #e+e!#& i+ te /*n&ti$n, i& in+ te &$n+*e#, &*+t$e# !n'

"*i& t$ te !#ete# t#$* in/$#!ti$n.

In/$#!ti$n *+e' t$ i'enti/ie' !n' 'e/ine !#etin $""$#t*nitie+ !n' "#$e+:

ene#!te, #e/ine !n' e3!*!te !#etin !&ti$n, $nit$# !#etin "e#/$#!n&e, !n'

i"#$3e *n'e#+t!n'in $/ !#et !+ ! "#$&e++.

M!#etin #e+e!#& +"e&i/ie+ te in/$#!ti$n #e)*i#e' t$ !''#e++ te+e i++*e+, 'e+in

te et$' /$# &$e&tin in/$#!ti$n, !n!e+ !n' i"eent+ te '!t! &$e&ti$n

"#$&e++, !n!(+e+ te #e+*t+, !n' &$*ni&!ti$n te /in'in !n' tei# i"i&!ti$n+.

Te !#etin #e+e!#& "#$&e++ in3$3e+ ! n*e# $/ inte##e!te' !&ti3itie+, i&

$3e#!" !n' '$ n$t #ii'( /$$ ! "!#ti&*!# +e)*en&e

Define the Research Objective

RESEARCH DESIGN

SAMPLE DESIGN

DATA COLLECTION

DATA ANALSIS


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RESEARCH DESIGN

A #e+e!#& 'e+in +"e&i/ie+ te et$'+ !n' "#$&e'*#e+ /$# &$n'*&tin ! "!#ti&*!#

+t*'(.

Re+e!#& 'e+in i+ te "!n, +t#*&t*#e !n' +t#!te( $/ in3e+ti!ti$n &$n&ei3e' +$ !+ t$

$t!in !n+e#+ t$ #e+e!#& )*e+ti$n+ !n' t$ &$nt#$ 3!#i!n&e.

TPES OF RESEARCH DESIGN!

Re+e!#& 'e+in !3e een &!++i/ie' in 'i//e#ent !(+, +*& !+

E?"$#!t$#( Re+e!#& De+in

De+i"ti3e Re+e!#& De+in

De,3.i0ti5e Re,ea.3- De,i46!

De+i"ti3e #e+e!#& +t*'ie+ !#e t$+e +t*'ie+ i& !#e &$n&e#ne' it 'e+ie' te

&!#!&te#i+ti&+ $/ "!#ti&*!# in'i3i'*!. In 'e+i"ti3e !+ e !+ in 'i!n$+ti& +t*'ie+,

te #e+e!#&e# *+t /in' e !e t$ 'e/inite &e!#(, !t e !nt+ t$ e!+*#e !n'

*+t /in' !'e)*!te et$'+ /$# e!+*#in it !$n it ! &e!# &*t 'e/initi$n $/

"$"*!ti$n= e !nt+ t$ +t*'(. Sin&e te !i i+ t$ $t!in &$"ete !n' !&&*#!te

in/$#!ti$n in te +!i' +t*'ie+, te "#$&e'*#e t$ e *+e' *+t e &!#e/*( "!nne'.

Te #e+e!#& 'e+in *+t !e en$* "#$3i+i$n /$# "#$te&ti$n !!in+t i!+ !n' *+t

!?iie #ei!iit(, it '*e &$n&e#n /$# te e&$n$i&! &$"eti$n $/ te #e+e!#&

+t*'(.

C


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De+i"ti3e #e+e!#& 'e+in i+ &$+en !+ it i+ e +t#*&t*#e'. Te $%e&ti3e+ $/ +*& i+

t$ !n+e# te K$, !t, en !n' $ $/ te +*%e&t *n'e# in3e+ti!ti$n.

De+i"ti3e +t*'ie+ &!n e 'i3i'e' in t$ t$ #$!' &!te$#ie+ $++ +e&ti$n! !n'

$nit*'in!.

S$, e#e ! 3.,, ,e3ti6al ,t+d7 !+ een $"te' /$# i& i+ &$n&e#ne' it ! +!"e

$/ eeent+ /#$ ! i3en "$"*!ti$n.


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SAMPLE DESIGN

T$ &!##( $*t te +t*'(-

Ma.8etA.ea % R!%$*#i G!#'en, e+t Dei

Sa10le Si9e % 200 Re+"$n'ent+

Ti+ i+ '$ne +$ !+ t$ #e&ei3e ! /!i# #e+"$n+e t$ !&ie3e $*# $%e&ti3e+ !n' !+$ +$ t!t

te #e+e!#& &$*' e /ini+e' $n tie.

T70e f Sa10le De,i46

Te t("e $/ +!"in t!t !+ &!##ie' $*t !+ "#$!iit( &$n3enien&e8 +!"in '*e

t$ iite' #e+$*#&e+ !3!i!e.

In n$n "#$!iit( +!"in, Ra6d1 Sa10li64 !+ &$+en: Ti+ !+ te e+t

+!"in et$' t$ '$ !#et +*#3e(. On te $te# !+"e&t, t$ &$3e# ! &$n+*e#+ in

e+t Dei !+ ! &$"!#!ti3e( e!+( t!+.

11


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DATA COLLECTION

Te +t*'( !+ &$n'*&te' ( te e!n+ $/ "e#+$n! inte#3ie it #e+"$n'ent+ !n'

te in/$#!ti$n i3en ( te !+ 'i#e&t( #e&$#'e' $n )*e+ti$nn!i#e+.

$# te "*#"$+e $/ !n!(+i+, te '!t! i+ ne&e++!#( t$ &$e&t te 3it! in/$#!ti$n.

Te#e !#e t$ t("e+ $/ '!t!, te+e !#e-

5#i!#( D!t!

Se&$n'!#( '!t!

Primary Data:-

5#i!#( '!t! &!n e &$e&te' t#$* )*e+ti$nn!i#e. Te )*e+ti$nn!i#e &!n e

&!++i/ie' in t$ /$*# !in t("e+---

A8 St#*&t*#e' n$n 'i+*i+e' )*e+ti$nn!i#e

B8 St#*&t*#e' 'i+*i+e' )*e+ti$nn!i#e


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MEASUREMENT TECHNIQUES

In te )*e+ti$nn!i#e $+t $/ te )*e+ti$n+ !+e' e#e !+e' $n attit+de .ati64,3ale'

i& &$n+i+te' $/ #!tin +&!e+ !n' &$"$+ite +&!e+.

Tl, f A6al7,i,

Te #$e $/ +t!ti+ti&+ in #e+e!#& i+ t$ /*n&ti$n !+ t$$ in 'e+inin #e+e!#& !n!(in

it+ '!te !n' '#!in &$n&*+i$n+ te#e /#$ $+t #e+e!#& +t*'ie+ #e+*t in ! !#e

3$*e $/ #! '!t!. i& *+t e +*it!e #e'*&e' +$ t!t te +!e &!n e #e!'

e!+i( !n' &!n e *+e' /$# /*#te# !n!(+i+.

De+i"ti3e +t!ti+ti&+ &$n&e#n te 'e3e$"ent $/ &e#t!in in'i&e+ /#$ te #! '!t!

e#e !+ in/e#enti! +t!ti+ti&+ &$n&e#n it te "#$&e++ $/ ene#!i!ti$n.

14


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C-a0te. & !

COMPAN

PROFILE

1


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Te US 76 ii$n LG #$*" i+ $ne $/ te $#'=+ t$" &$n$e#!te+ t$'!(, !3in

e+t!i+e' it+ +*"#e!&( in 'i3e#+e /ie'+ #!nin /#$ ee&t#$ni&+, &ei&!+ et&., t$

t#!'e !n' +e#3i&e+.

Te LG #$*" !+ $#n !+ L*&(


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B( i' 0=+ LG #e int$ ! e!'in &$"#een+i3e &ei&! &$"!n(. It e?"!n'e'

it+ ee&t#i& !n' ee&t#$ni& *+ine++, !'3!n&e' int$ te in/$#!ti$n !n' &$*ni&!ti$n

+e&t$#, e?"!n'e' it+ #e+$*#&e+ !n' !te#i!+ *+ine++ "#$$te' te #$t $/ te

in'*+t#i! ee&t#$ni&+ !n' &$"$nent ee&t#$ni&+ in'*+t#(, +t#entene' it+ /in!n&e

&$n+t#*&ti$n, 'i+t#i*ti$n !n' +e#3i&e *+ine++ !n' e?"!n'e' it+ n$ne "#$/it *+ine++

!n' +"$#t+ +"$n+$#+i" ! $/ i& &$nt#i*te' t$ en!n&in te i!e $/ LG #$*".

LG=+ "e#i$' $/ /i#+t &!ne &!e in te !te 1C0=+. Inn$3!ti$n e&!e te e( $#'

in e3e#( !+"e&t $/ !n!eent !n' LG e!n t$ &!ne t$ ! )*!it( $#iente'

!n!eent, !n' !'$"te' ! ne !n!eent "i$+$"( $/


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M+lti1edia Di5i,i6!

Te *tie'i! 'i3i+i$n !n'e+ ! #!ne $/ *tie'i! "#$'*&t+ +*& !+ &$"*te#+,


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#!"i'( !+


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H$e Ee&t#$ni&+, In/$#!ti$n +(+te+ "#$'*&t+,


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HISTOR OF LG ELECTRONICS

Te i+t$#( $/ LG Ee&t#$ni&+ !+ !!(+ een +*##$*n'e' ( te &$"!n(Q+ 'e+i#e t$

e!te ! !""ie#, ette# i/e.

LG Ee&t#$ni&+ !+ e+t!i+e' in 1C !n' !+ +in&e e' te !( int$ te !'3!n&e'

'iit! e#! t!n+ t$ te te&n$$i&! e?"e#ti+e !&)*i#e' ( !n*/!&t*#in !n(

$e !""i!n&e+ +*& !+ #!'i$+ !n' TV+. LG Ee&t#$ni&+ !+ *n3eie' !n( ne

"#$'*&t+, !""ie' ne te&n$$ie+ in te /$# $/ $ie 'e3i&e+ !n' 'iit! TV+ in

te 21+t &ent*#( !n' &$ntin*e+ t$ #ein/$#&e it+ +t!t*+ !+ ! $! &$"!n(.

$

$*n'e' !+ G$'St!#

$


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$


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"##

EVSB, te ne?t-ene#!ti$n DTV t#!n+i++i$n te&n$$(, &$+en t$ e te

U.S.J


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"##>

Int#$'*&e+ ne $! #!n' i'entit(: St(i+ 'e+in !n' +!#t te&n$$(, in

"#$'*&t+ t!t /it $*# &$n+*e#Q+ i3e+.

5$+te' N$.1 +"$t in US /#$nt$!'in !+e#+ in &$n+e&*ti3e )*!#te#+

Un3eie' te $#'Q+ /i#+t B*et$$t e!'+et &$ine' $ie "$ne

Un3eie' te $#'Q+ /i#+t B*-#!( net$# +t$#!e

De3e$"e' te $#'Q+ /i#+t LTE $ie $'e &i"

Re&$#'e' $3e# 100 ii$n *nit+ $/ LG !i# &$n'iti$ne#+ in !&&**!te' +!e+

"## !t '$ ($* tin !$*t te $+t +t#iin e'i! t$ !'3e#ti+e LGX

Tee3i+i$n Z, R!'i$ Z

Inte#net Z, Ne+"!"e# Z

B!nne#JH$!#'in+ Z, M!!ine Z

Q: < B!+e' $n te "#i&e #!ne !t i"#e++i$n '$ ($* &!##( $/ LG=+ "#$'*&tX

E&$n$i&! Z,


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BIBLIOGRAPH

6


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BOOS!

;$te#, 5ii"

M!#etin M!n!eent, Ee3ent E'iti$n

JOURNALS MAGAINES!

In'i!n 9$*#n! $/ M!n!eent V$*e ???3 M!#& 2008

S*#3e( $/ In'i!n In'*+t#ie+ Te Hin'* 20078

B*+ine++ T$'!(

NE*SPAPER:

E&$n$i& Tie+

in!n&i! E?"#e++

Tie+ $/ In'i!

*EB SITES!

:l4e:31

.$$e.&$

INDUSTR REPORTS

In3e+t$#+ G*i'e t$ In'i!n In'*+t#( 2010

COMPAN LITERATURE

KLG 5!#i3!# te LG in-$*+e !!ine.

4
http://www.lge.com/http://www.google.com/http://www.lge.com/http://www.google.com/


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KG$! Ne+ LG ee( ne+ *etin.

advertising strategy of lg electronics

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