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WebTINA M. LOWREY CELE C. OTNES JULIE A. RUTH* Most gift-giving research focuses on how aspects of the giver, recipient, or their relationship impact gift exchange. This longitudinal study of the Christmas giving of five informants demonstrates that givers strategically incorporate, orallowthem- WebTina M. Lowrey Rider University Or, to be more specific, does the language of marketing communications matter? Marketers have several decisions to make about how best to communicate with their target markets, and language is certainly only one area of concern. on track productions
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