Comparative case study of marketing effectiveness between a website and printed brochures of a polytechnic in Singapore

• Main Author: Pang, Kong Eng
• Other Authors: Higgins, Susan Ellen
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing; DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/1662
• Institution: Nanyang Technological University

This case study evaluated the marketing effectiveness of a polytechnic's homepage as a marketing tool of a polytechnic in Singapore. Measurement of effectiveness focused on the impact of the website on the audience' perception of the institution. Participants came from a specific segment o...