How does integrated marketing communications work? / Hongxing Cao, Yin Xiaolu, Li Jie.

Format:

Book

Author/Creator:

Cao, Hongxing, active 2024, author.

Xiaolu, Yin, author.

Jie, Li, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Electronic commerce--Management--Case studies.

Electronic commerce.

Positioning (Advertising)--Case studies.

Positioning (Advertising).

Marketing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Beijing Xiaoxiandun E-Commerce Limited Company, founded in 2014, invented a new product category, Fresh Stewed Bird's Nest, a precious ingredient with medicinal and health value in the traditional healthcare industry. It underwent operational hardship because of its early unclear positioning strategy. After repositioning the brand's image, the firm has achieved six consecutive years of sales growth. However, facing intensive competition, it needs to make better use of resources and establish a new brand image of "Fresh Stewed Bird's Nest Leader" through effective integrated marketing communication (IMC). Based on this real company background, the case provides a decision scenario in which three managers from different departments discuss how to make an IMC campaign to support the new positioning statement for the coming annual shopping festival. Students will learn the theory of positioning strategy and IMC and will be asked to play the roles of these three managers to produce the campaign according to the attention, interest, desire, and action (AIDA) model. Students will also be guided to discuss the division and cooperation among different departments.

Notes:

Description based on XML content.

ISBN:

1-0719-3501-1

9781071935019

OCLC:

1417357115