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Global Marketing

Nike’s International Market Communications Strategy

Nike uses a strong promotional market communications mix to reach its target consumers in the global athletic apparel industry.  They leverage the 4 P’s (product, promotion, place, and price) to attract both existing and new customers. Similar to other large businesses, they use an integrated marketing approach to strengthen their brand image through the use […]

Categories
Global Marketing

Integrated Marketing Communication: Disney

Disney uses an integrated marketing communication strategy to create a unified message throughout all of their global operations. Integrated marketing communication involves the process of ensuring that all marketed goods and services contribute to a brand that remains consistent and relevant to the consumer over time. To ensure a consistent message to their consumers, they […]

Categories
Global Marketing

An Introduction to International Market Communications

The fundamental key to approaching international marketing is understanding that the strategies employed in domestic marketing operations are also applied in foreign marketing operations.  This concept itself may appear simple, yet its execution proves to be complex, particularly when examined through the lens of international market communications. At its core, market communication encompasses the tools […]