TY  - SER
AU  - Wassamon Samakhabootra  
AU  - Dimmitt,Nicholas J.
AU  - Neal,Mark W.
AU  - Winai Wongsurawat,
ED  - RTG Fellowship,
TI  - Integrated marketing communications for building customer relationships in service business: a case study of total access communication public company limited
T2  - Research studies project report
PY  - 2008///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Customer services
KW  - Customer relations
N1  - 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
N2  - 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
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B01579
ER  -