A Marketing Research Proposal : A Proposed Study on IMC Application in China and its Impact to UK Companies and Local Consumers
Introduction In the past, China had been practicing a command type of economic system where the administration has the final say on all business matters. However, through the transformation of its economic policies, China has now opened its business and market opportunities for other nations. With its booming economy, foreign companies, such as those from UK, are able to access to China's large market and achieve significant profitability. Establishing foreign business in the country however, would require effective marketing strategies. Foreign businesses would have to learn the Chinese market and adopt strategies that would suit the main customers' standards. The increased entry of foreign businesses in the country then gave rise to various marketing strategies. One of which is the integrated marketing communications (IMC). IMC has actually been developed during the latter part of the twentieth century; however, the concept, approaches and contributions relevant to this strat...