by Ip Hak-shiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 54-55. / PROLOGUE --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Development of the TV Industry --- p.3 / Chapter 1.3 --- History of ATV --- p.8 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter 2.1 --- Analytical Framework for Marketing --- p.10 / Chapter 2.2 --- Background to Warfare: Positioning --- p.13 / Chapter 2.3 --- Marketing as Warfare --- p.15 / Bibliography --- p.19 / Chapter III. --- ATV'S APRIL 1990 LAUNCH --- p.20 / Chapter 3.1 --- Basis for the Launch --- p.20 / Chapter 3.2 --- Assessment of the Market --- p.22 / Chapter 3.3 --- Launch Strategy --- p.25 / Chapter 3.4 --- Anticipation of Competitor's Moves --- p.28 / Chapter 3.5 --- Intrinsic Weaknesses --- p.29 / Chapter 3.6 --- TVB's Moves --- p.31 / Chapter 3.7 --- Results of ATV's Launch --- p.32 / Chapter IV. --- EVALUATION OF ATV'S APRIL 1990 LAUNCH --- p.35 / Chapter 4.1 --- Theoretical Options for ATV's Attack --- p.35 / Chapter 4.2 --- Corresponding Response to TVB's Moves --- p.39 / Chapter 4.3 --- Applications of Marketing Warfare Theory --- p.41 / Chapter 4.4 --- ATV's New Direction: Looking for a way to Survive ？ --- p.44 / EPILOGUE --- p.46 / APPENDICES --- p.47
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318696 |
| Date | January 1991 |
| Contributors | Ip, Hak-shiu., 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 |
| Format | print, vi, 55 p. : ill. ; 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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