Thesis-1995-Chiew.pdf (4.14 MB)
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Some dimensions of integration between packaging and magazine advertising

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thesis
posted on 27.03.2018, 10:53 by Ying-Leng Chiew
Integrated Marketing Communications (IMC) has been recognised as an important concept in today's marketing. The benefits of an IMC concept has been acknowledged by marketers as an effective tool to achieve higher return in investments and a better management control within the organisation. However, there is still a lack of empirical data for operating IMC concepts in an organisation. This is due to the diversity of what IMC involves. The main purpose of this research is examine some dimensions of IMC, that is to examines the level of integration between packaging and magazine advertising. [Continues.]

History

School

  • Business and Economics

Department

  • Business

Publisher

© Ying Leng Chiew

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

1995

Notes

A Master's Thesis. Submitted in partial fulfilment of the requirements for the award of Master of Philosophy at Loughborough University.

Language

en

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Keywords

Exports