An examination of integrated marketing communication in government-linked companies and cultures influence on the implementation and practice.
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Date
2016-12
Authors
Mohamad Yasin, Nazri
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Tujuan kajian ini adalah untuk menentukan tahap amalan Komunikasi Pemasaran Bersepadu (IMC) di syarikat berkaitan kerajaan Malaysia (GLCs), untuk memahami pengaruh budaya di dalam pelaksanaan dan amalan IMC, dan untuk memahami perspektif pengurusan atasan terhadap IMC di GLCs.
The purposes of this study are to determine the level of Integrated Marketing Communication (IMC) practice in Malaysia Government-Linked Companies (GLCs), to understand cultural influence towards IMC implementation and practice, and to understand top management perspectives on IMC in GLCs.
Description
Keywords
Examination , Implementation and practice