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Successful engineering projects require a clear vision and long
term strategy. Therefore, effective business initiatives have been
applied to the engineering environment in order to enhance its
management perspectives. Business Strategies and Approaches for
Effective Engineering Management brings together the latest
methodologies, principles, practices and tools for engineering
management. By providing theoretical analysis and practical
applications, this book is a useful reference for industry experts,
researchers, and academicians regarding progressive strategies for
successful management.
IMC is continuous interactive and integrated process of developing
brand communication, strategic planning, implementation and
assessment that better satisfies the interests of all stakeholders.
Market demassification and fragmentation of media are among the
external factors that have motivated the need for change in the
marketing communication; the resultant factor is integrated
marketing communications (IMC). This research is a mono method as
questionnaires are floated to 1000 respondents of different MNCs
but the response rate is only 10%. A deductive approach and logical
reasoning is used which means that this research have
epistemological positivism. The finding shows that there is a
positive and significant association of IMC on brand orientation
which indicates that marketing managers should give due attention
to the execution of IMC process.
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