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Don Schultz: Integrated Marketing Communication Theory and the Internationalization Path of Chinese Enterprises
- 1 Taiyuan Normal University
- 2 Macau University of Science and Technology
* Author to whom correspondence should be addressed.
Abstract
This paper explores the Integrated Marketing Communication (IMC) theory of the world-renowned marketing master Don Schultz and its implications for Chinese enterprises. By analyzing Dr. Schultz's lecture and interview content in Beijing, this paper summarizes his views on marketing concepts and, in conjunction with the characteristics of the Chinese market, proposes a series of suggestions on how Chinese enterprises can achieve internationalization goals through Integrated Marketing Communication.
Keywords
integrated marketing communication, internationalization, Chinese market, marketing strategy, corporate culture
[1]. Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated marketing communications. In D. E. Schultz & S. I. Tannenbaum (Eds.), Integrated marketing communications: Putting it all together (pp. 1-28). Lincolnwood, IL: NTC Business Books.
[2]. Schultz, D. (2002). Integrated marketing communications 2.1. New York: McGraw-Hill.
[3]. Kitchen, P. J., & Tourky, M. E. (2022). Integrated marketing communications: A global brand-driven approach (2nd ed.). Palgrave Macmillan.
[4]. Schultz, D. (2002, January 10). Interview with the media at Beijing International Hotel.
Cite this article
Cui,X.;Fan,J. (2024). Don Schultz: Integrated Marketing Communication Theory and the Internationalization Path of Chinese Enterprises. Journal of Applied Economics and Policy Studies,8,6-8.
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Journal：Journal of Applied Economics and Policy Studies
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