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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.
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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