The adaptation of IMC principles to local small retail businesses for their own use.

• Main Authors: Goh, Cheng Cheng., Choo, Suzanne Shen Li.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/14770
• Institution: Nanyang Technological University

This research paper presents an analysis of how the principles and tools of Integrated Marketing Communications (IMC) can be adapted for use by the local small retail businesses in Singapore. It first introduces the reader to how IMC evolved and its definition. IMC begins with having an understandin...