An integrated marketing communications campaign for 1740 Coffee Genesis

• Main Author: Ibas, Shaira Marie Solis
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Coffee shops—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/34
• Institution: De La Salle University

Coffee has always been part of various cultures, including Filipino culture. Coffee became a commodity in the 1800s during its first wave. Later on, coffee was appreciated more while consumers tend to want more quality coffee. With the improvement in the quality of coffee, its price also rose. This...