Integrated Marketing Communication (IMC) and Malaysian Airlines Restoration Project

12 Pages Posted: 11 Feb 2020

Date Written: January 2, 2019

Abstract

The Integrated Marketing Communications concept refers to the process of managing customer relationships by means of utilising various communications channels and agencies necessary to increase the respective brand’s value. Several definitions that are more complicated have been presented in this regard as well. The Malaysian Airlines is one of the world’s both famous and infamous airline companies. The potential relevance of the IMC for the Malaysian Airlines consists in the former’s capacity to be used in order to strengthen the tarnished corporate image.

Keywords: chenoy ceil, consult corporates, marketing communication, Malaysian Airlines, brand’s value

Suggested Citation

Ceil, Chenoy, Integrated Marketing Communication (IMC) and Malaysian Airlines Restoration Project (January 2, 2019). Available at SSRN: https://ssrn.com/abstract=3521061 or http://dx.doi.org/10.2139/ssrn.3521061

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