In this paper we will outline a marketing communication program for XYZ, Inc.'s product in Germany. We will discuss the marketing communication components that we would use and identify the political, cultural, and social influences that would impact the marketing communication mix (personal selling, advertising, sales promotion, sponsorship, public relations, publicity, and direct marketing) for Germany.
First we need to start by defining integrated marketing communication. Integrated marketing communication is a management concept that is designed to make all aspects of marketing communi…
