The implications of integrated marketing communication in maintaining student relationship of a Malaysian public institution of higher education

• Main Author: Siti Aishah Chu, Abdullah
• Format: Article
• Language: English
• Published: Penerbit UMT 2016
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/42201/3/THE%20IMPLICATION.pdf; http://ir.unimas.my/id/eprint/42201/; https://jbsd.umt.edu.my/wp-content/uploads/sites/53/2016/09/Content_JBSD-4.2.pdf
• Institution: Universiti Malaysia Sarawak

Integrated marketing communication (IMC) is a business process that improves the higher education institutions’ marketing strategy by sending clear and consistent messages throughout the institutions in every contact point. Therefore, the purpose of this study is to examine the strategic processes o...