Integrated Marketing Communication Approach as a Strategy to Enter Global Market Competition  

Oleh:

Pribadi, Muhammad Adi

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International Conference on Business and Communication (ICBC): Managing Change in Global Context : Toward Sustainable Competitiveness, page 147-157.
Topik: Global Market; Integrated Marketing Communication; Task Grid
Fulltext: Proceeding The 2nd ICBC p147-157.pdf (574.66KB)

Isi artikel

Global market is a complex business situation. A company has to compete with local businesses that already know the situation, and multinational companies, which are already established. Beside competition, a company needs to understand local customer expectation from the company. Therefore, a company should know the characteristics of the people. From the characteristics of local customers, a company should know the product categories as a need to serve target customers and knowing how to communicate with them. To gain from that complex situation, a company should have strategies to enter the global market. One of the strategies, which can be used, is Integrated Marketing Communication (IMC). IMC is a plan of using marketing communication tools to gain positioning in the market. IMC suggests the use of Marketing Communication Task Grid. In the plan, there are some steps that the company needs to follow. Those steps are decision stages, communication task, and target audiences, where and when, marketing communication options

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