SMRT : seeking the right formula

This paper presents a case study on SMRT, an iconic transport service provider in Singapore. The concept of internal branding as a practice for developing an organization’s corporate brand value is addressed.

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Bibliographic Details
Main Authors: Naveen Sasidaran, Gupta Shandip, Parmeet Singh J. S.
Other Authors: Connor, Michael Daniel
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/9911
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Institution: Nanyang Technological University

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