Integrated marketing: success story of Crystal Gallery

Authors

Prakash Vel, University of Wollongong in DubaiFollow
Usha R. Goplani, University Of Wollongong Dubai
Tehzun Sura, University Of Wollongong Dubai

RIS ID

76749

Publication Details

Vel, P., Goplani, U. R. & Sura, T. 2011, 'Integrated marketing: success story of Crystal Gallery', The Business Review, Cambridge, vol. 17, no. 2, pp. 124-130.

Abstract

The choice of a well planned integrated marketing strategy becomes vital for the success of an organisation. This paper is a case study based description of how Crystal Gallery, a company manufacturing crystal products with eighteen years history in the UAE and rest of the world understood the customer expectations and used integrated marketing to structure the marketing efforts revolving around the customer's needs. The company is a market leader in the industry.