03443nas a2200433 a 4500 20260818143515.0 100601s2008 th uu|m rtt 0| a1eng d .b12077562 AIT RSPR no.SM-08-20 Wassamon Samakhabootra Integrated marketing communications for building customer relationships in service business : a case study of total access communication public company limited Pathum Thani, Thailand : Asian Institute of Technology, 2008 59 leaves : ill. + 1 online resource Research studies project report ; no. SM-08-20 , 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. Customer services Customer relations Dimmitt, Nicholas J., Chairperson Neal, Mark W., Examination Committee Winai Wongsurawat, Examination Committee RTG Fellowship, Scholarship donor Asian Institute of Technology. Research studies project report ; no. SM-08-20 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B01579 .b12077562 mnait u 240329 0 100601 m a u 0 mnait mnait mnarc 20 22 40 Barcode : 30050120905087 CREATED : 2010-01-06 RECORD # : i12635935 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120569164 CREATED : 2012-11-14 RECORD # : i12716388 LPATRON : 1028093 LCHKIN : 2018-11-12 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 5 Barcode : 30050120360317 CREATED : 2016-03-06 RECORD # : i1301545x LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 61443 61443 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no.SM-08-20 30050120905087 2026-08-18 14:35:15 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 0 AIT RSPR no.SM-08-20 30050120569164 2026-08-18 14:35:15 3 2026-08-18 22 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no.SM-08-20 30050120360317 2026-08-18 14:35:15 2026-08-18 40