Essays about: "Paola Rashid"

Found 1 essay containing the words Paola Rashid.

  1. 1. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Paola Rashid; [2014]
    Keywords : Digital marketing communication; Digital Touchpoints; Touchpoints; Integrated Marketing Communication; Awareness; Associations; Sales; FMCG;

    Abstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE