This report delves into the impact of integrated marketing communication (IMC) and digital marketing on Amazon's branding and promotional strategies. It begins with an introduction outlining the scope, objectives, and research questions, followed by an in-depth literature review. The literature review explores IMC strategies, defining communication and relating it to the Shannon and Weaver model, and examines current promotional methods used by Amazon. It also provides definitions of digital marketing, including the RACE model and a comparison of various digital marketing models. The report investigates Amazon's current IMC strategy, digital marketing techniques, and their influence on brand image. The research methodology chapter outlines the approach, data collection methods, and analysis techniques. The key findings and interpretation section presents and analyzes data related to Amazon's marketing efforts. The report concludes with recommendations for gaining a competitive advantage and maintaining a strong brand reputation. Finally, the report includes a reflection, references, and an appendix.
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