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Integrated Marketing at Coca-Cola
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Consumer Behavior Articles research papers
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A 5 page paper examining the degree to which Coke’s marketing communication is integrated in its messages. The superficial view is that Coca-Cola has little integration in its marketing communication. However, closer inspection reveals that the company is preserving its tradition of close integration, but in a different form. It finally has discovered that the customer ultimately will pass judgment on the success or failure of its marketing efforts, as voiced by its director of strategic innovation who believes that the retail market is the company’s most important.. Marketing communication is integrated in its messages to the consumer, but today those messages include greater effort to customize delivery of the messages in terms of culture, taste and age. Bibliography lists 12 sources.
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Pages:
5
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Filename:CC6_KScokeIntMktg.rtf |
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Paper Title:
Integrated Marketing at Coca-Cola
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