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

Language

English

Comments

Incomplete paper data.


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