Marketing image management for a local paging company: its design, measurement and implementation.

• Other Authors: Yu, Yat-Wah.
• Format: Others
• Language: English
• Published: Chinese University of Hong Kong 1992
• Subjects: Telecom Paging Ltd.; Corporate image > Case studies; Corporate image > China > Hong Kong > Case studies; Radio paging > Marketing > Case studies; Radio paging > China > Hong Kong > Marketing > Case studies
• Online Access: http://library.cuhk.edu.hk/record=b5887133; http://repository.lib.cuhk.edu.hk/en/item/cuhk-318842

Yu Yat-Wah. === Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. === Includes bibliographical references. === ABSTRACT --- p.ii === TABLE OF CONTENTS --- p.iii === LIST OF TABLES --- p.v === LIST OF FIGURES --- p.vi === ACKNOWLEDGEMENTS --- p.vii === CHAPTER === Chapter 1. --- INTRODUCTION --- p.1 === Chapter 2. --- MARKETING IMAGE STUDY FOR TELECOM PAGING LIMITED --- p.3 === Market Situation of the Paging Industry --- p.3 === Marketing Strategy --- p.6 === The Target Company - Telecom Paging Ltd --- p.11 === Research Objective --- p.12 === Chapter 3. --- LITERATURE REVIEW --- p.13 === Chapter 4. --- RESEARCH METHODOLOGY --- p.19 === Exploratory Study --- p.19 === Descriptive Research --- p.20 === Chapter 5. --- LIMITATIONS --- p.24 === Chapter 6. --- RESULTS --- p.26 === Demographic Characteristics of the Respondents --- p.26 === Media Through Which Respondents Became Aware of Telecom Paging and New World Paging --- p.29 === Top of Mind Paging Companies --- p.31 === Mean Score of Each Attribute --- p.32 === Mean Importance of Each Attribute --- p.35 === Chapter 7. --- IMAGE GAP ANALYSIS --- p.37 === Telecom's Image versus New World's Image --- p.40 === Actual Image versus Perceived Image --- p.44 === Chapter 8. --- RECOMMENDED MARKETING STRATEGY FOR TELECOM PAGING LIMITED --- p.49 === Chapter 9. --- CONCLUSION --- p.56 === BIBLIOGRAPHY --- p.58 === APPENDICES --- p.60