Integrated marketing communications Christmas campaign for Raffles City shopping centre.

• Main Authors: Choy, Jorina Wei Tien., Lee, Teen Yen., Soon, Carol Wan Ting.
• 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/10356/14824
• Institution: Nanyang Technological University

This report consists of two parts. the first half is an in-depth literature review on Integrated Marketing Communications (IMC) which consolidates the viewpoints of academics and practitioners on specific areas of IMC: the concept, its development, strengths, individual components, applications, sta...