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countries or let local business units/agencies deal with their own strategy.
Moreover, different marketing communication tools can be used to convey

different messages such as advertising, direct marketing, personal selling,
public relations, e-marketing and trade exhibitions to name a few. It was
determined that organisations need to determine an integrated approach

to its communication strategy and use a variety of tools in which to
accomplish this.

References

• Doole, I. and Lowe, R. (2001) International Marketing Strategy:

Analysis, Development and Implementation, SOUTH-WESTERN
Cengage Learning, London

• Fonda, D. and Gough, N. (2005) How Nike Figured Out China, Time
Magazine, p. 51 - 54