Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar

• Main Author: Mustafar, Siti Zulaikha Safiyah
• Format: Thesis
• Language: English
• Published: 2022
• Subjects: Market segmentation. Target marketing; Malaysia; Motion picture industry
• Online Access: https://ir.uitm.edu.my/id/eprint/64063/1/64063.pdf; https://ir.uitm.edu.my/id/eprint/64063/

Malaysian films are tearing down barriers and jumping through hurdles to attain the finest in order to meet worldwide standards, but the effort has never been recognized or acknowledged by the local audience. The most important element for the film industry to achieve globalization is local support....