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dc.contributor.authorCheng, Eddy Hong Wee.en_US
dc.contributor.authorTay, Pick Jiang.en_US
dc.contributor.authorWee, Paul Hsien.en_US
dc.description.abstractThe purpose of this report is to explore the level of consumer attitudes towards direct marketing and subsequent implications. The development of direct marketing in Singapore will be explored. The classical model of attitudes is used to assess the level of consumer attitudes towards direct marketing channels. This includes measuring three components of consumer behaviour -- cognitive, affective and conative.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Business::Marketing::Consumer behavior-
dc.titleConsumer attitudes towards direct marketing channels in Singapore.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolCollege of Business (Nanyang Business School)en_US
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Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)
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