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International Marketing Communication in Mobile Phone Industry
Blekinge Institute of Technology, School of Management.
2007 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The purpose of this study orients to the discussion of the applicability of Integrated Marketing Communication (IMC) in Chinese market, typically 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.

Place, publisher, year, edition, pages
2007. , 75 p.
Keyword [en]
IMC (intergrated marketing communication), Consumer behavior, music mobile phone
National Category
Business Administration
URN: urn:nbn:se:bth-5381Local ID: diva2:832761
Social and Behavioural Science, Law
C/O, Ulf Manshed,Virvelvindsvagen, 4,O 22227, LundAvailable from: 2015-04-22 Created: 2007-12-25 Last updated: 2015-06-30Bibliographically approved

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