An integrated marketing communications campaign on Vanita

• Main Author: Yao, Irish G.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Communication in marketing; Advertising > Underwear; Lingerie > Marketing; Vanita
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4417
• Institution: De La Salle University

Compared to the Asian countries, the local lingerie industry is still weak. There are only few major players, and a widely available brand substitute lingerie with no brands that can be bought in bazaars. This can be accounted for Filipinos purchase priority. Undergarments being a necessity are not...