"It has been most successful marketing programme in the history of the games, " says Mr Chernyshenko.
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"Corporations are very good at promoting themselves, they recognise that everyone needs a Twitter and a Facebook account, they are aware the networks exist but they don't have the strategies in place to deal with the issues that can arise from those networks, " said Dr Lisa Harris, head of the digital marketing masters programme at the University of Southampton.
Richard Campbell is the Marketing Director for LMUK, the company which runs the Nectar programme.
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The Institute of Practitioners in Advertising (IPA), the trade body and professional institute for the UK's leading advertising, media and marketing communications agencies, offered to take part in this Panorama programme to ensure that the position of UK advertisers and their advertising agencies was accurately portrayed.
In the past Cranfield has used the challenge as a tool in its marketing classes, but John Glen, the school's MBA programme director, says he wants to make broader use of it across the curriculum.
He described his brief as carrying out the "biggest corporate turnaround programme in the UK" and focused in particular on its marketing operation.
We want to improve the environment and facilities here, we want to develop a programme of extracurricular activities and we need to invest heavily in marketing the school to attract new pupils.
Marketing officer Carole Swingler said she had helped with front of house and distributed programme flyers around the town.
The programme is headed by Kwaku Atuahene-Gima, a native Ghanaian who has been a professor of marketing at CEIBS for several years.
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There, a programme called Factor helps acts with everything from the cost of fuel for a tour van to major international marketing campaigns.
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