Factors Affecting Integrated Marketing Communication Strategies Choice on Different Foreign Markets in the Beauty and Personal Care Industry: the Case of Henkel

Student: Akilova Alina

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

This master thesis paper provides some useful and appropriate insights about the integrated marketing communications tools, IMC strategies and their process of execution, the major influencing factors which could shape the strategy chose and the importance of cross-cultural issues while creating the IMC campaigns and their strategies. Moreover, the work provides the qualitative and quantitative analysis of the factors influence level on the example of Henkel Beauty Care.

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