Number of Pages
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.
Casinos – Marketing; Communication in marketing; Consumer loyalty programs; Harrah’s (Firm)
Business and Corporate Communications | Hospitality Administration and Management | Marketing
University of Nevada, Las Vegas
Mehling, Michael, "Integrated marketing communications strategy: An examination of Harrah’s Entertainment, Inc." (2007). UNLV Theses, Dissertations, Professional Papers, and Capstones. 618.
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