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Hospitality Administration and Management
University of Nevada, Las Vegas
Casinos – Marketing; Communication in marketing; Consumer loyalty programs; Harrah’s (Firm)
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Integrated Marketing Communications Strategy: An Examination Of Harrah’S Entertainment, Inc., Michael Mehling
Integrated Marketing Communications Strategy: An Examination Of Harrah’S Entertainment, Inc., Michael Mehling
UNLV Theses, Dissertations, Professional Papers, and Capstones
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.