A Comparative Study on Integrated Marketing Communication Strategy: The Case of Gaming Industry
| Autor: | SALVATUS SASONO, 陳忠發 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Writer : Salvatus Sasono Student ID : 404416447 Purposes – the purpose of this paper is to discover the differences of application on marketing communication strategies, which adjusted to each different company’s characteristics, and to identify strategy that been used by companies on this industry to handle the advantages and disadvantages of each marketing communication methods. Research Methodology – The study used qualitative approaches using four methods, which are participation, observation, available archival data, and survey questionnaire. Analysis using findings from the research and compared between methods on few companies, and to find which method has effective result in on gaming industry. Originality/value – Having considered that the industry is categorized into new-reborn industry, there are not enough researches about the topics. Therefore the most potential originality from the study is that we deployed qualitative analysis in exploring the future of the industry. Keywords Gaming Industry, IMC, Traditional Advertising, Event Marketing, Internet Marketing. Paper Type Thesis paper |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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