Configuring integrated marketing communication towards brand image and brand equity of Malaysian higher educational institutions /

Due to its unique characteristics (variability, perishability, inseparability and so on), managing a service brand is relatively challenging compared to product industry. In addition, numerous perceived risks are associated with it. The branding of a service can therefore plays crucial role in minim...

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書目詳細資料
主要作者:	Abdul Momen, Md
格式:	Thesis
語言:	English
出版:	Kuala Lumpur : Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia, 2015
主題:	Theses, IIUM local
在線閱讀:	Click here to view 1st 24 pages of the thesis. Members can view fulltext at the specified PCs in the library.
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