Shangri La Hotels Case Study
This 12 page paper looks at a case study supplied by the student and answers five questions. This includes looking at what major elements should be included in the marketing plan for this upper segment hotel chain in Asia. The paper then defines the campaign objectives the company should pursue, outlines the communications mix recommended, discusses the methods utilised in order to evaluate the success of the communications strategies and tactics you propose and finally considers in what ways the company may benefits from having a strong brand identity. The bibliography cites 3 sources.
File: TS14_TEshanghot.rtf
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