Cover Image

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:
Bibliographic Details
Main Authors: Mowla, Md. Masrurul, Hoque, Nazamul, Hossain Bhuiyan, Mohammad Zahid
Other Authors: mmm_iiuc@yahoo.com
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2018
Subjects:
Communication
Customers’ Trust
Message
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 13.239859

Similar Items