Sustaining Competitive Advantage Through Marketing Strategy : Case Study Of MCIS Safety Glass Sdn Bhd

Nabila Farhana , Mohamad Isa (2013) Sustaining Competitive Advantage Through Marketing Strategy : Case Study Of MCIS Safety Glass Sdn Bhd. Project Report. UTeM, Melaka. (Submitted)

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Abstract

The aim of this research or study are based on the objective of this which is the first one is to define the relationship between Integrated Marketing Communication and Brand Equity. The Second aim of this research is to examine the best promotional tool that effective to the customer. Methodology of this research design is by quantitative approach. Technique to collect data is by distributes questionnaire to 100 respondent among customer at Kumpulan Media Karangkraf, Shah Alam, Selangor. The data collection has been analyzed use by SPSS. The finding of the research, there are relation between Advertising with Brand Equity and Direct Marketing with Brand Equity. Recommendation for the future research is research more deeply about brand equity and their element based on promotion way also observation through company and customer to see the equal of promotion between company and customer. Keywords: Integrated Marketing Communication, Advertising, Direct Marketing, Brand Equity,

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