Integrated marketing communication (IMC) that is gaining popularity in the U.S. and European markets in recent years has become a topic in the industrial and academic communities of marketing. While price slashing competition in Taiwan¡¦s retail trade gets sizzling hot, the tactic however does not necessarily translate into sales growth. Some businesses now start to look at other marketing strategies to replace the traditional price cutting technique.
This study purports to tackle the following issues concerning the marketing strategies of department stores through case study of a specific department store.
1. Do Taiwan¡¦s department stores meet the criteria for adopting IMC?
2. To what degree do Taiwan¡¦s department stores implement IMC?
3. What are the issues encountered by Taiwan¡¦s department stores in the process of implementing IMC?
This study employs the methodology of single case study by focusing on a specific department store. Through secondary data gathering and questionnaire survey, the study also finds suggestions to the department stores and that subsequent research on IMC.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0823112-140013 |
| Date | 23 August 2012 |
| Creators | Liao, Wen-yi |
| Contributors | Ya-ching Lee, Hsuan-yi Chou, Chun-ching Yang, Luke H.C. Hsiao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0823112-140013 |
| Rights | user_define, Copyright information available at source archive |
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