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https://hdl.handle.net/10356/1357| Title: | Think you don't need one? Revitalising the Sheraton Butler : a brand revival strategy for a 5-star hotel. | Authors: | Boey, Dylan Ming Lon. Sim, Glenys Su Yin. |
Keywords: | DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications | Issue Date: | 2002 | Abstract: | The marketing tool proposed is advertising and the brand icon being the Sheraton Butler. Fusing the research findings from intensive Bulter focus group discussions and guest ethnographic interviews, a foundation was laid in finding that ONE thing about the Bulter Service that will make the Sheraton brand a successful one. | URI: | http://hdl.handle.net/10356/1357 | Schools: | Wee Kim Wee School of Communication and Information | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
| Appears in Collections: | WKWSCI Student Reports (FYP/IA/PA/PI/CA) |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| WKWSCI_IMPORT_5.pdf Restricted Access | 2.1 MB | Adobe PDF | View/Open |
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