Abstract
The Integrated Marketing Communications concept refers to the process of managing customer relationships by means of utilising various communications channels and agencies necessary to increase the respective brand’s value. Several definitions that are more complicated have been presented in this regard as well. The Malaysian Airlines is one of the world’s both famous and infamous airline companies. The potential relevance of the IMC for the Malaysian Airlines consists in the former’s capacity to be used in order to strengthen the tarnished corporate image.
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