000 03443nas a2200433 a 4500
005 20260818143515.0
008 100601s2008 th uu|m rtt 0| a1eng d
035 _a.b12077562
099 9 _aAIT RSPR no.SM-08-20
100 0 _aWassamon Samakhabootra
245 1 0 _aIntegrated marketing communications for building customer relationships in service business :
_ba case study of total access communication public company limited
260 _aPathum Thani, Thailand :
_bAsian Institute of Technology,
_c2008
300 _a59 leaves :
_bill. +
_e1 online resource
490 1 _aResearch studies project report ;
_vno. SM-08-20 ,
500 _aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008
520 _aToday, 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.
650 0 _aCustomer services
650 0 _aCustomer relations
700 1 _aDimmitt, Nicholas J.,
_eChairperson
700 1 _aNeal, Mark W.,
_eExamination Committee
700 0 _aWinai Wongsurawat,
_eExamination Committee
710 2 _aRTG Fellowship,
_eScholarship donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-08-20
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B01579
907 _a.b12077562
_bmnait
_cu
902 _a240329
998 _b0
_c100601
_dm
_ea
_fu
_g0
945 _lmnait
945 _lmnait
945 _lmnarc
942 _c20
942 _c22
942 _c40
909 _aBarcode : 30050120905087
_bCREATED : 2010-01-06
_cRECORD # : i12635935
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
909 _aBarcode : 30050120569164
_bCREATED : 2012-11-14
_cRECORD # : i12716388
_dLPATRON : 1028093
_eLCHKIN : 2018-11-12
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 1
_jTOT RENEW : 5
909 _aBarcode : 30050120360317
_bCREATED : 2016-03-06
_cRECORD # : i1301545x
_dLPATRON : 0
_eLCHKIN : -
_f# RENEWALS : 0
_g# OVERDUE : 0
_hIUSE3 : 0
_iTOT CHKOUT : 0
_jTOT RENEW : 0
999 _c61443
_d61443