Examining the effectiveness of using IMC for a drama school in Singapore : a case study of the IMC campaign of artistic expressions.

• Main Author: Chow, Keat Yeng.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Theses and Dissertations
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/20829
• Institution: Nanyang Technological University

Artistic Expressions (AE) was set up in December 2003. Being heard in a cluttered marketplace is one of the major obstacles most firms face. AE had to adopt a systematic approach to compete in the marketplace. In the face of sophisticated and cluttered market conditions, AE needed to strategise and...