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Title: Integrated marketing communications of Chinese corporations.
Authors: Xu, Ligang.
Keywords: DRNTU::Business::Marketing::Communication
Issue Date: 2011
Abstract: 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.
Description: 27 p.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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