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.
Reference URL 1: Visit Now
Author: JUNWEN GUO
Source: Blekinge Institute of Technology