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Title: Some dimensions of integration between packaging and magazine advertising
Authors: Chiew, Ying-Leng
Issue Date: 1995
Publisher: © Ying Leng Chiew
Abstract: Integrated Marketing Communications (IMC) has been recognised as an important concept in today's marketing. The benefits of an IMC concept has been acknowledged by marketers as an effective tool to achieve higher return in investments and a better management control within the organisation. However, there is still a lack of empirical data for operating IMC concepts in an organisation. This is due to the diversity of what IMC involves. The main purpose of this research is examine some dimensions of IMC, that is to examines the level of integration between packaging and magazine advertising. [Continues.]
Description: A Master's Thesis. Submitted in partial fulfilment of the requirements for the award of Master of Philosophy at Loughborough University.
URI: https://dspace.lboro.ac.uk/2134/32390
Appears in Collections:MPhil Theses (Business School)

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