This paper discusses IMC's marketing strategy for GM's Cadillac in the China market.
Written in 2004; 1,356 words; 5 sources; APA; $ 47.95
Paper Summary:
This paper compares the Chinese market to the U.S. market. The author points out the particular problem of marketing luxury automobiles in the Chinese consumer economy. The paper analyzes the marketing strategy and makes recommendations.
From the Paper:
"The research explores the integrated marketing communications IMC strategies applied by General Motors GM in the introduction of the Cadillac automobile name plate in the China market. IMC strategies are highly complex and were created primarily from a perspective that focused on conditions in developed economies. While IMC strategies have a role in marketing in China, these strategies are not as relevant to the marketing of luxury automobiles in a market where the mean annual income is less than in the U.S.."
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