Inlämning av Examensarbete / Submission of Thesis

JUNWEN GUO , pp. 75. MAM/Sektionen för Management, 2007.

The work

Författare / Author: JUNWEN GUO
Titel / Title: International Marketing Communication in Mobile Phone Industry
Abstrakt Abstract:

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.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\International Business
Nyckelord / Keywords: IMC (intergrated marketing communication), Consumer behavior, music mobile phone

Publication info

Dokument id / Document id:
Program:/ Programme Business Administration
Registreringsdatum / Date of registration: 01/03/2008
Uppsatstyp / Type of thesis: D-Uppsats/Magister/Master

Context

Handledare / Supervisor: Britt Aronsson
britt.aronsson@bth.se
Examinator / Examiner: Anders Nilsson
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
Anmärkningar / Comments:

C/O, Ulf Manshed,Virvelvindsvagen, 4,O
22227, Lund