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Integrated Marketing Communication and Importance of Culture in Development of Communication Strategies in the Overseas Markets.

Yupan Chen

Abstract


Marketing and culture exchanges between different countries have become increasingly close,establishing effective communication
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


International marketing communication; Culture; Overseas market

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References


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DOI: http://dx.doi.org/10.18686/memf.v1i1.3442

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Scineer Publishing is a publisher of open access journals. Covering various disciplines and promoting interdisciplinary development, Scineer Publishing adheres to a principle of respecting academics, and publishes insightful and rigorous academic research contents.

12 Eu Tong Sen Street, #07-168, Singapore 059819
E-mail: scineerpub@126.com

Scineer

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Copyright © 2023 Scineer Publishing Pte. Ltd.