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

• المؤلفون الرئيسيون: Goh, Cheng Cheng., Choo, Suzanne Shen Li.
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2009
• الموضوعات: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/14770

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...