Integrated marketing communications of Chinese corporations.
27 p.
| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/47356 |
| _version_ | 1811695462648905728 |
|---|---|
| author | Xu, Ligang. |
| author2 | Tan Kok Hui |
| author_facet | Tan Kok Hui Xu, Ligang. |
| author_sort | Xu, Ligang. |
| collection | NTU |
| description | 27 p. |
| first_indexed | 2024-10-01T07:23:51Z |
| format | Thesis |
| id | ntu-10356/47356 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T07:23:51Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/473562024-01-12T10:27:34Z Integrated marketing communications of Chinese corporations. Xu, Ligang. Tan Kok Hui Nanyang Business School DRNTU::Business::Marketing::Communication 27 p. More and more corporations tend to use integrated marketing communications (IMC) as a new marketing paradigm in increasingly intense business and marketing competitions. This paper discusses the integrated marketing communication theory, expounded on its characteristics. Then this paper explains how to combine the Olympic elements and the integrated marketing communication strategies, and finally analyzes the case of Li Ning Company in 2008 Beijing Olympis, which provides a reference and guidance for Chinese corporations' integrated marketing communication strategies. Executive Master of Business Administration 2011-12-27T07:17:42Z 2011-12-27T07:17:42Z 2011 Thesis http://hdl.handle.net/10356/47356 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Communication Xu, Ligang. Integrated marketing communications of Chinese corporations. |
| title | Integrated marketing communications of Chinese corporations. |
| title_full | Integrated marketing communications of Chinese corporations. |
| title_fullStr | Integrated marketing communications of Chinese corporations. |
| title_full_unstemmed | Integrated marketing communications of Chinese corporations. |
| title_short | Integrated marketing communications of Chinese corporations. |
| title_sort | integrated marketing communications of chinese corporations |
| topic | DRNTU::Business::Marketing::Communication |
| url | http://hdl.handle.net/10356/47356 |
| work_keys_str_mv | AT xuligang integratedmarketingcommunicationsofchinesecorporations |