On the current marketing environment and methods of integrating the brand marketing communications.docVIP

 PAGE \* MERGEFORMAT 9 On the current marketing environment and methods of integrating the brand marketing communications Generally speaking, the activities of enterprises in marketing the brand is often associated with the dissemination activities. The past, such communication activities is considered to stand in the position of enterprises conducted on advertising or marketing communications activities for the center. Now the concept of brand marketing communication perspective, marketing and communications activities related to the essence of the brand marketing communications, business and consumers through dialogue, dissemination of corporate brand building. In the process of marketing communication, advertising department, marketing department, public relations departments, which may each have their own objectives, or marketing communication methods and goals vary, but one thing should be common is that all marketing communications activities for the brand marketing communication services. Brand Marketing Communications is marketing the commercial activities and dissemination of this idea is the composition of transfer activity. Marketing and communication are not isolated from each other, but each penetration. Marketing Communications is actually the brand through the brand’s positioning will be content to pass to the target consumers, and through a variety of marketing methods to promote consumers to buy. Here we have adopted the European marketing strategy of Nike’s case to the specific understanding of brand marketing mode of transmission of the integration process. The spring of 1981, Nike into Europe, in Amsterdam, the Netherlands established the European’s first shoes store. Nike into Europe, because Europe was a huge potential market, because if in accordance with the Americans to buy shoes model, to change the buying habits of Europeans, the market potential can be expanded for at least 3 times. Nike also know that it is in Europe’s main riva