Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer
Link to publisher's homepage at http://ijbt.unimap.edu.my
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
2018
|
| Subjects: | |
| Online Access: | http://dspace.unimap.edu.my:80/xmlui/handle/123456789/51432 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| id |
my.unimap-51432 |
|---|---|
| record_format |
dspace |
| spelling |
my.unimap-514322018-07-24T02:36:10Z Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer Mowla, Md. Masrurul Hoque, Nazamul Hossain Bhuiyan, Mohammad Zahid mmm_iiuc@yahoo.com nazam_iiuc@yahoo.com zahidsita@gmail.com Communication Customers’ Trust Message Link to publisher's homepage at http://ijbt.unimap.edu.my Marks and Spencer (M&S) suffered from losing its customers’ trust and confidence which substantiated significant decline in sales since the beginning of this century, especially in 2004. But M&S developed a new marketing communications strategy following the McQuail’s communication approaches that touched customer’s heart and eventually M&S regained previous image and crowned with the top honor at the Institute of Practitioners in Advertising's annual effectiveness award. This study discusses how McQuail’s communication approaches have been used in the M&S’s communication campaign for which it regained its customers’ trust. It is expected that business firms of the world will get directions and guidelines in designing their communication message and thereby regaining and retaining the customers’ loyalty and trust. 2018-02-01T08:51:30Z 2018-02-01T08:51:30Z 2017-10 Article International Journal of Business and Technopreneurship, vol.7(3), 2017, pages 343-354 2231-7090 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/51432 en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
| institution |
Universiti Malaysia Perlis |
| building |
UniMAP Library |
| collection |
Institutional Repository |
| continent |
Asia |
| country |
Malaysia |
| content_provider |
Universiti Malaysia Perlis |
| content_source |
UniMAP Library Digital Repository |
| url_provider |
http://dspace.unimap.edu.my/ |
| language |
English |
| topic |
Communication Customers’ Trust Message |
| spellingShingle |
Communication Customers’ Trust Message Mowla, Md. Masrurul Hoque, Nazamul Hossain Bhuiyan, Mohammad Zahid Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| description |
Link to publisher's homepage at http://ijbt.unimap.edu.my |
| author2 |
mmm_iiuc@yahoo.com |
| author_facet |
mmm_iiuc@yahoo.com Mowla, Md. Masrurul Hoque, Nazamul Hossain Bhuiyan, Mohammad Zahid |
| format |
Article |
| author |
Mowla, Md. Masrurul Hoque, Nazamul Hossain Bhuiyan, Mohammad Zahid |
| author_sort |
Mowla, Md. Masrurul |
| title |
Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| title_short |
Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| title_full |
Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| title_fullStr |
Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| title_full_unstemmed |
Towards Achieving the Success in Communication Campaign: A Study on Marks and Spencer |
| title_sort |
towards achieving the success in communication campaign: a study on marks and spencer |
| publisher |
School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) |
| publishDate |
2018 |
| url |
http://dspace.unimap.edu.my:80/xmlui/handle/123456789/51432 |
| _version_ |
1643804065117765632 |
| score |
13.160551 |