Degree
Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
2014
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Keywords
Executive Summary
The primary reason behind this research was to analyze if organizations tend to waste their time trying to create significant amounts of marketing collateral and whether it brings about any customer engagement at all. Behind this background is an intense exercise that organizations run towards building stacks of collateral that is distributed on a regular basis to customers with the aim that it would bring about customer engagement. In this context, research was conducted to evaluate whether customer engagement is a factor of marketing collateral usage or not. Four organizations were chosen at random with 100 respondents in mind to find out whether customer engagement could be derived through the utilization of marketing collateral. The results were indicative of the fact that respondents tend to believe customer engagement to be derived from marketing collateral usage among other variables. Moreover, the research can be considered as a foundation block for more researches to evaluate multiple factors that can contribute towards customer engagement.
Pages
29
Link to Catalog Record
https://ils.iba.edu.pk/cgi-bin/koha/opac-detail.pl?biblionumber=55178
Recommended Citation
Chaudhary, W. (2014). Impact of Marketing Collateral on Customer Management (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/391
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