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IM, Prada Table of Contents Overview 3 Introduction 3 Culture 4 Philosophy 5 Structure 5 Marketing Practices 7 Awards 7 Charity and Sponsorship 8 Prada Educational Foundation 8 Other Integrated Actions 9 Integrated Marketing Communication (IMC) in Prada 10 Integrated Marketing (IM) in Prada 11 Conclusion and Recommendations 13 References 14 References 16 Overview Prada is a fashion store located in Italy that specializes in luxury products including clothing, accessories for leather bags and shoes.
According to the reports presented in 2012, the group functions in 70 countries with 388 operating stores and 30 franchise stores along with a wide network of selected department and multi branded stores (Prada, 2013). It is in this context that Prada focuses on using the concepts of Integrated Marketing Communication (IMC) and Integrated Marketing (IM) in its highly diversified and broadly assorted business operations. Theoretically addressing these two managerial concepts, critics have often argued that these concepts differ significantly in terms of their behavioral characteristics and concerns although, in often instances, these concepts have been observed to be used interchangeably. Introduction Prada operates as a renowned Italian fashion label company which specializes in offering luxurious products and fashion accessories to both the customer groups of women and men. It was founded in 1913 by Mario Prada. Eventually, Prada became an ultimate point of reference for modern trends in Europe and across the world. ...
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