Discussion Post I: Integrated Marketing Communication
Starbucks and The Container Store are examples of digitally integrated organizations (DIOs).
• Discuss and contrast each company's integrated marketing communications (IMC). That is, how has each company integrated digital media into their marketing strategy?
• Discuss if there is anything else each company can do to further take advantage of digital marketing tools.
• State if you think Starbucks and The Container Store do a good job integrating their media tools overall. Explain your responses.
Luxton, S., Reid, M., &Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
Završnik, B., &Jerman, D. (2011). Measuring integrated marketing communication. Scientific Annals of the 'AlexandruIoanCuza' University of Iasi: Economic Sciences Series, 351-361.
Naeem, B., Bilal, M., &Naz, U. (2013). Integrated marketing communication: A review paper. Interdisciplinary Journal of Contemporary Research in Business, 5(5), 124-133.
Discussion Post II: Global Marketing and Culture
Discuss the role culture plays in the development of global marketing plans.
• Explain the cultural considerations that need to be taken into account in the development of global marketing plans.
• What adjustments does a company have to make to their marketing strategy to accommodate a global market?
• What are the key cultural drivers that challenge marketers when marketing globally? Give examples to support your argument.
Darley, W. K., Luethge, D. J., & Blankson, C. (2013). Culture and international marketing: A sub-Saharan African context. Journal of Global Marketing, 26(4), 188-202.
Kaur, P., Pathak, A., & Kaur, K. (2015). E-marketing- A global perspective. International Journal of Engineering Research and Applications, 5(2), 116-124.
Kolk, A. (2014). Linking subsistence activities to global marketing systems: The role of institutions. Journal of Macromarketing, 34(2), 186-198.
Nezakati, H., &Akhoundi, M. (2013). Globalization and consumer behavior: Global marketing strategies implication-homogeneity and heterogeneity (preliminary study). Journal of Social and Development Sciences, 4(1), 1-5.
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.