A study of integrated marketing communication : the Singapore petroleum industry.
Lee, Soo Chin.
Ong, Beng Hwee.
Date of Issue2007
College of Business (Nanyang Business School)
This project analyzes how Shell, Exxonmobil, and Caltex, in Singapore use different marketing strategies to build their brand. It also reveals how these companies differentiate themselves through marketing strategies that are aligned with their corporate vision. A detailed evaluation was done on the integrated marketing communication (IMC) efforts by them.
Final Year Project (FYP)
Nanyang Technological University