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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| 格式: | Thesis |
| 语言: | English |
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Kuala Lumpur :
Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia,
2015
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| 在线阅读: | 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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