Integrated Marketing Communication and Importance of Culture in Development of Communication Strategies in the Overseas Markets.
Abstract
between companies and consumers is one of the important ways to increase brand performance.This essay will discuss the concept of
Integrated Marketing Communication(IMC)and the importance and influence of culture in development of these IMC strategies for oversea
markets,and evaluates its importance to international marketing.In addition,in the second part of this essay will use an example to evaluate
the role and importance of culture in the development of communication strategies in the overseas markets.
Keywords
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DOI: http://dx.doi.org/10.18686/memf.v1i1.3442
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