AI SearchIntegrated marketing communications for building customer relationships in service business : a case study of total access communication public company limited
Call Number: AIT RSPR no.SM-08-20 Material type:
SeriesSeries: Asian Institute of Technology. Research studies project report ; no. SM-08-20Publication details: Pathum Thani, Thailand : Asian Institute of Technology, 2008 Description: 59 leaves : ill. + 1 online resourceSubject(s): Online resources: Dissertation note: Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008 Summary: Today, the bottom line of business does not always rely on profits, and products and services are similar as technology advances. Modern marketing concepts have become one of the significant strategies focusing on building relationships that create customer value as the basis of success. And, integrated marketing communications (IMC) has been noticed as one of success factors because of its overwhelming benefits to establish and maintain relationships with customers meanwhile its effectiveness should be considered in order to increase competitive advantage for the organization. This research is a case study of a service organization as a mobile telecommunication service provider. The objectives are to study the real practices of IMC for building customer relationships and use survey research to measure the effectiveness of those IMC practices. The analysis will be provided based on those real practices and the results of the survey, SWOT analysis is also provided in the dimension of market situation and business environment. Lastly, this research study has recommendations to organizations for more effective management of IMC for building customer relationships.
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Asian Institute of Technology Library AIT Publications | AIT RSPR no.SM-08-20 (Browse shelf(Opens below)) | 1 | Available | 30050120905087 | |||||||||||||
22-AIT Thesis (Replacement)
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Asian Institute of Technology Library AIT Publications | AIT RSPR no.SM-08-20 (Browse shelf(Opens below)) | 3 | Available | 30050120569164 | |||||||||||||
40-Archives
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Asian Institute of Technology Library Archives | AIT RSPR no.SM-08-20 (Browse shelf(Opens below)) | Available | 30050120360317 |
A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business
Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008
Today, the bottom line of business does not always rely on profits, and products and services are similar as technology advances. Modern marketing concepts have become one of the significant strategies focusing on building relationships that create customer value as the basis of success. And, integrated marketing communications (IMC) has been noticed as one of success factors because of its overwhelming benefits to establish and maintain relationships with customers meanwhile its effectiveness should be considered in order to increase competitive advantage for the organization. This research is a case study of a service organization as a mobile telecommunication service provider. The objectives are to study the real practices of IMC for building customer relationships and use survey research to measure the effectiveness of those IMC practices. The analysis will be provided based on those real practices and the results of the survey, SWOT analysis is also provided in the dimension of market situation and business environment. Lastly, this research study has recommendations to organizations for more effective management of IMC for building customer relationships.
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