This report examines the impact of integrated marketing communication (IMC) on Amazon's digital marketing strategy. It begins with an introduction outlining the aim, objectives, research questions, and rationale, focusing on how IMC influences brand promotion and sales. A literature review explores the concept of IMC, its impact on Amazon's digital marketing, and the challenges in implementation. The methodology section details the research type, approaches, philosophy, data collection, and analysis methods. Findings highlight the importance of IMC in brand promotion and the utilization of digital marketing tools like social media and print advertisements. The report also discusses challenges such as resource limitations and cultural differences. Finally, the conclusion summarizes the key insights, and recommendations are provided for overcoming challenges and optimizing IMC strategies for Amazon's continued growth and market position.
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