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Title: Analysis of a client's marketing strategies for a product and designing a better one for client.
Authors: Koh, Li Peng.
Lee, Li Lian.
Tan, Justina.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Issue Date: 1998
Abstract: Our paper proposes an Integrated Marketing Communication (IMC) campaign for the official agent for Lucasfilm Ltd in Asia, Wave International Licensing, to promote Stars Wars in Singapore. This is done in view of the upcoming prequel of Star Wars trilogy in 1999. This IMC campaign is aimed at pushing the sales of Star Wars merchandise to greater heights, yet at the same time, does not sacrifice the interests of the consumers, licensees and promotional partners. We have adopted Yoda's the Jedi master, maxim in coming up with this proposal. Try not. Do, or do not. We did it.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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