A Study On Corporate And Customer Congruence In The Postulated Concept 'Strategic Integrated Positioning'.

Nair, Raghunath C.G. (2002) A Study On Corporate And Customer Congruence In The Postulated Concept 'Strategic Integrated Positioning'. Masters thesis, Multimedia University.

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Abstract

A brand that is well positioned has a direct impact upon customer satisfaction and competitive advantage. Therefore, it is incumbent upon any organization to ensure that their efforts be directed towards implementing decisions that reduce customer attrition by getting and staying in the mind of customers. This study suggests that organization must implement the concept of 'Strategic Integrated Positioning'. The concept is a function of four elements -corporate image, brand value, service quality and people quality.

Item Type: Thesis (Masters)
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Faculty of Management (FOM)
Depositing User: Mr Shaharom Nizam Mohamed
Date Deposited: 04 Dec 2009 07:40
Last Modified: 04 Dec 2009 11:51
URI: http://shdl.mmu.edu.my/id/eprint/71

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