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Trying to the long run, Pinfield sees two possible scenarios. In one scenario, he suggests , the megajournal could sink with out trace”. Alternatively, he says, megajournals could discover a lengthy-term niche for themselves as cash cows whose raison d’être is to subsidise a publisher’s selective journals. Clearly, in having the ability to bask within the solar of high-value brands like Nature and Elsevier, megajournals operated by legacy publishers might be expected to have an extended-term advantage over PLOS ONE.

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The module places the event of marketing communications in the context of business and advertising and marketing strategies. Theories of knowledge processing and purchaser behaviour, each at particular person and organisational stage, are explored and utilized in the improvement of communication plans. Explicit emphasis is positioned on the discussion of the elements of the communications mix, the media choice and the evaluation of the effectiveness and effectivity of communications.