Abstract
Marketing and culture exchanges between different countries have become increasingly close,establishing effective communication between companies and consumers is one of the important ways to increase brand performance.This essay will discuss the concept of Integrated Marketing Communication(IMC)and the importance and influence of culture in development of these IMC strategies for oversea markets,and evaluates its importance to international marketing.In addition,in the second part of this essay will use an example to evaluate the role and importance of culture in the development of communication strategies in the overseas markets.
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