INTEGRATED MARKETING COMMUNICATION PROGRAM TO ENHANCE BRAND AWARENESS, CUSTOMER ACQUISITION AND CUSTOMER RETENTION OF BUDGET HOTEL CHAIN THROUGH DIGITAL MARKETING STRATEGY APPROACH (CASE STUDY: ASANA HOTEL BRAND)
In 2014 Aerowisata Hotels & Resorts has decided to rebrand the name of Aerotel as Asana Hotel in order to capture economy scale segment. Asana Hotel brand in particular operated 9 hotels as owned 2 hotels and managed 7 hotels that located across 6 cities. Asana hotels are mostly located in s...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/38871 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |