International Marketing Communication in Mobile Phone Industry
The purpose of this study orients to the
discussion of the applicability of Integrated Marketing Communication
(IMC) in Chinese market, mainly in the music mobile phone industry. This
paper endeavors in contributing to the analysis of the local consumer
behavior characteristics in the process of purchase decision making as
well as shaping long-term attitude towards mobile phone brands, in order
to discuss the effectiveness of the objective marketing strategy and
the application of the Integrated Marketing Communication in the
branding strategy.
Author: Junwen Guo
Source: Blekinge Institute of Technology
Author: Junwen Guo
Source: Blekinge Institute of Technology
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