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Factors Affecting Marketing Communication Strategies of Global vs. Local E-commerce Companies by the Example of Amazon and Flipkart

Student: Rahul Mishra

Supervisor: Tatyana S. Babkina

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

In the modern digital world, there is a need for companies to have their marketing communication strategies in place which is consistent with market changes. Our study represents research on marketing communication strategies for e-commerce companies. We analyzed studies and article from journals written by scholars to understand the factors which affect their approach to the marketing communication strategies. Also, we conducted case studies for global and local companies, namely, Amazon and Flipkart in India to understand the factors which affect their strategies in the market. We then provided the limitation in our research and also developed the directions for further research in the field.

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