Think you don't need one? Revitalising the Sheraton Butler : a brand revival strategy for a 5-star hotel.

• Main Authors: Boey, Dylan Ming Lon., Sim, Glenys Su Yin.
• 其他作者: Lee, Wai Peng
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• 在線閱讀: http://hdl.handle.net/10356/1357

The marketing tool proposed is advertising and the brand icon being the Sheraton Butler. Fusing the research findings from intensive Bulter focus group discussions and guest ethnographic interviews, a foundation was laid in finding that ONE thing about the Bulter Service that will make the Sheraton...