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Abstract This task will have its predominant focus on the company Carlsberg. This assignment will first and foremost focus on a corporate characteristic of Carlsberg's business, with the involvement of various sales-relevant methods and economic key numbers. thereafter, the assignment will try to clarify the concept of history-use, history awareness and the use of history for a commercial purpose, to later specify Carlsberg's use of history in their business and advertising. The purpose is to frame Carlsberg as a company and their current campaign "The Danish way", with the main focus on what is relevant for an SRP task of
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