Yu Yat-Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- MARKETING IMAGE STUDY FOR TELECOM PAGING LIMITED --- p.3 / Market Situation of the Paging Industry --- p.3 / Marketing Strategy --- p.6 / The Target Company - Telecom Paging Ltd --- p.11 / Research Objective --- p.12 / Chapter 3. --- LITERATURE REVIEW --- p.13 / Chapter 4. --- RESEARCH METHODOLOGY --- p.19 / Exploratory Study --- p.19 / Descriptive Research --- p.20 / Chapter 5. --- LIMITATIONS --- p.24 / Chapter 6. --- RESULTS --- p.26 / Demographic Characteristics of the Respondents --- p.26 / Media Through Which Respondents Became Aware of Telecom Paging and New World Paging --- p.29 / Top of Mind Paging Companies --- p.31 / Mean Score of Each Attribute --- p.32 / Mean Importance of Each Attribute --- p.35 / Chapter 7. --- IMAGE GAP ANALYSIS --- p.37 / Telecom's Image versus New World's Image --- p.40 / Actual Image versus Perceived Image --- p.44 / Chapter 8. --- RECOMMENDED MARKETING STRATEGY FOR TELECOM PAGING LIMITED --- p.49 / Chapter 9. --- CONCLUSION --- p.56 / BIBLIOGRAPHY --- p.58 / APPENDICES --- p.60
Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318842 |
Date | January 1992 |
Contributors | Yu, Yat-Wah., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
Publisher | Chinese University of Hong Kong |
Source Sets | The Chinese University of Hong Kong |
Language | English |
Detected Language | English |
Type | Text, bibliography |
Format | print, vii, 70 leaves : charts ; 30 cm. |
Coverage | China, Hong Kong, China, Hong Kong |
Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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