Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/7623
Title: Evaluation of information sources in marketing : a study of business buyers in Singapore.
Authors: Purnima Kamath.
Keywords: DRNTU::Business::Advertising::Advertising method
Issue Date: 2007
Abstract: One of the challenges facing marketing managers in international markets is how best to carry their sales messages to the decision-makers who make the purchase decisions. An excellent product can never be successful in the marketplace if its benefits are not communicated effectively to target consumers. There is an increasing diversity of communication approaches available to marketers to reach their end consumers, channel intermediaries and other constituencies. As a result, the implementation of communication policy promises to be both complex and more challenging.
URI: http://hdl.handle.net/10356/7623
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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