PROPOSED INTEGRATED MARKETING COMMUNICATION TO STRENGTHEN THE POSITIONING OF IBM CONSULTING IN THE INDONESIA CONSULTANCY MARKET (CASE STUDY: IBM CONSULTING INDONESIA)
This study aims to understand the current perception of decision-makers in business enterprises in Indonesia toward the brand equity of IBM Consulting. The employed brand equity model comprises four dimensions, namely Brand Awareness, Brand Association, Brand Loyalty, and Perceived Value. Other dime...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75994 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |