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_aUniversiti Teknologi Brunei _beng _cUTB |
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_aUTB 120 REPORT, THESIS & DISSERTATION _aRTDS 256 |
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| 100 | 1 |
_aHartiny Dr. Haji Azmi _eAuthor |
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| 245 | 1 | 0 |
_aA Comparative Study of Traditional & Digital Marketing Channels Within MSMEs (Micro, Small and Medium Enterprises) In Brunei / _cHartiny Dr. Haji Azmi |
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_aBrunei Darussalam : _bUniversiti Teknologi Brunei , _c© 2018. |
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| 300 |
_axii, 14- 127 Pages : _bcolor illustrations ; _c30 cm. |
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| 500 | _aA Thesis submitted to The Universiti Teknologi Brunei (UTB) in partial fulfilment of the requirements for the degree of Master of Science (MSc) in Management and Technology | ||
| 500 | _aABSTRACT Purpose: The purpose of this study is to establish whether traditional marketing channels and digital marketing channels are still being practiced and accepted by local consumers and Micro, Small and Medium Enterprises (MSMEs). Findings: The use of traditional and digital marketing channels by local MSMEs and as preferred by consumers seemed to vary when it comes to consumers' preference in brand awareness of when making decisions for purchasing purposes. Age and gender can be the factor that changes the results. This study indicates that the use of traditional marketing is still accepted by certain consumers, while the majority of consumers prefer both traditional and digital marketing to be utilized by local MSMEs. Research limitations: The limitation for this study was the survey questionnaire in which the author can create questions from the viewpoint of marketers or businesses. | ||
| 502 | _aThesis ( Degree of Master of Science (MSc) in Management and Technology ) | ||
| 504 | _aIncludes bibliography references. | ||
| 610 | 4 |
_vThesis _aUniversiti Teknologi Brunei |
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| 650 | 4 |
_aMarketing _zBrunei Darussalam |
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| 650 | 4 |
_aMarketing Channels _zBrunei Darussalm |
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| 650 | 4 |
_aDigital Marketing _zBrunei Darussalam |
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| 700 | 1 |
_cDr. Minh-Son Dao _eSupervisor |
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_aUniversiti Teknologi Brunei _bSchool of Business |
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_2lc _n0 _cRTDS |
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_eReports, Thesis & Dissertation _s829313 : 002018 c. 1_UTB _xUniversiti Teknologi Brunei |
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_c23344 _d23344 |
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