A study of integrated marketing communication : the Singapore petroleum industry.

• Main Authors: Lee, Soo Chin., Ong, Beng Hwee., Wong, Chengjun.
• Other Authors: Chen, Geraldine Yee Fong
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Communication
• Online Access: http://hdl.handle.net/10356/10369
• Institution: Nanyang Technological University

This project analyzes how Shell, Exxonmobil, and Caltex, in Singapore use different marketing strategies to build their brand. It also reveals how these companies differentiate themselves through marketing strategies that are aligned with their corporate vision. A detailed evaluation was done on the...