by : Sara Al-Hemaidi et al - 2011
Abstract:
The aim of “Understanding IMC in Emerging Markets” is to provide a Marketing Communications (MARCOM) framework infused with principles of integrated marketing communications (IMC), for marketing professionals entering or operating in emerging markets. Currently, multinationals and marketers are regularly met with failure as they ineffectively apply western principles to emerging markets. This study explores the dichotomy between the need for MARCOM guidelines by 80% of the world and the lack of available resources. Research focused on 10 countries spanning four regions: China, Egypt, India, Indonesia, Kenya, Morocco, Nigeria, Qatar, South Africa and Thailand. To provide a clearer picture of the current MARCOM landscape, this study compiles extensive data on key areas including: infrastructure and logistical systems, role of government and bureaucracy, development of media systems (both traditional and digital) and consumer behavior and consumption patterns. Additionally, in an effort to showcase marketing communication strategies taking place in emerging markets, this study includes an exploration of application by specific brands. . . . . . . . (baca_selengkapnya)
The aim of “Understanding IMC in Emerging Markets” is to provide a Marketing Communications (MARCOM) framework infused with principles of integrated marketing communications (IMC), for marketing professionals entering or operating in emerging markets. Currently, multinationals and marketers are regularly met with failure as they ineffectively apply western principles to emerging markets. This study explores the dichotomy between the need for MARCOM guidelines by 80% of the world and the lack of available resources. Research focused on 10 countries spanning four regions: China, Egypt, India, Indonesia, Kenya, Morocco, Nigeria, Qatar, South Africa and Thailand. To provide a clearer picture of the current MARCOM landscape, this study compiles extensive data on key areas including: infrastructure and logistical systems, role of government and bureaucracy, development of media systems (both traditional and digital) and consumer behavior and consumption patterns. Additionally, in an effort to showcase marketing communication strategies taking place in emerging markets, this study includes an exploration of application by specific brands. . . . . . . . (baca_selengkapnya)
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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