Integrated marketing communications strategy: An examination of Harrah’s Entertainment, Inc.

Author

Michael Mehling, University of Nevada, Las Vegas

Award Date

Fall 2007

Degree Type

Professional Paper

Department

Hotel Administration

Number of Pages

46

Abstract

This professional paper is going to examine marketing communications, specifically the Integrated Marketing Communications (IMC) strategy. The paper will look at how to develop an IMC strategy, discussing the necessary components. The author will then apply Harrah’s current strategy of their Total Rewards program to the IMC model discussed in the literature review.

Keywords

Casinos – Marketing; Communication in marketing; Consumer loyalty programs; Harrah’s (Firm)

Disciplines

Business and Corporate Communications | Hospitality Administration and Management | Marketing

File Format

pdf

Degree Grantor

University of Nevada, Las Vegas

Language

English

Comments

Incomplete paper data.

Repository Citation

Mehling, Michael, "Integrated marketing communications strategy: An examination of Harrah’s Entertainment, Inc." (2007). UNLV Theses, Dissertations, Professional Papers, and Capstones. 618.
http://dx.doi.org/10.34917/1752385

Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/