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百威啤酒是由其较短的形式是芽含量4.8％的酒精浓度美式风格的啤酒，生产由比利时 - 巴西啤酒企业集团安海斯 - 布希英博出产的，在1876年由阿道夫布希介绍，在美国最畅销的啤酒之一。自1957年以来，芽一直是销量最大的啤酒品牌，并享有“啤酒之王”的美誉。英格兰组织行为学课程作业它是由具有高达30％的大米除了啤酒花和大麦麦芽。分布在世界各地的各种酿酒厂生产的百威啤酒。这是一个过滤的啤酒草案和包装形式。
百威啤酒至今已占据至少50％的市场份额，在美国，由于其独特的发酵工艺和严格的过程控制，而在中国则拥有11％的市场份额在2010年，在高端啤酒市场40％的份额2012年的上半年

1.0 Introduction

Budweiser, whose shorter form is Bud, is a 4.8% abv American-style lager produced by the Belgian-Brazilian beer conglomerate Anheuser–Busch InBev, introduced in 1876 by Adolphus Busch and one of the highest selling beers in the United States. Since 1957, bud has been the biggest selling beer brand and enjoyed “the King of Beer” reputation. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world. It is a filtered beer available in draught and packaged forms.

Budweiser has so far been occupied at least 50% market share in United States because of its unique fermentation technology and strict process control, while in China it possessed 11% market share in 2010 and 40% share in the high-end beer market in the first half year of 2012.

2.0 Introduction to Marketing Communications
2.1 Introduction to Marketing Communication mix
2.2 Marketing Communication tools
2.2.1 Personal Selling
2.2.2 advertising
2.2.3 Sales Promotion
2.2.4 Direct Marketing
2.2.5 Public Relations
3.0 Budweiser beer
3.1 The message & target market
3.2 Marketing communication tools
3.2.1 Advertising practice
3.2.2 PR practice (sponsorship)
3.3 Comparison of MC in China and US
4.0 Integrated Marketing Communication
4.1 Definition of IMC
4.2 Evaluation of level IMC for Budweiser
4.3 Key challenges or barriers for Budweiser
5.0 Budweiser for a summer 2012 campaign
5.1 Message & Marketing communications objectives
5.2 Target Market and justification for their selection
5.3 Marketing Communications Tools
5.3.1 Advertising
5.3.2 Sales Promotion
5.4 Cost Budgeting
5.5 Integration
Appendix A:
Appendix B:

Reference

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Booms, Bernard H. and Mary J. Bitner (1982), Marketing Services by Managing the Environment, Cornell Hotel and Restaurant Administration Quarterly, 23 (May), 35-9.

Don E. Schultz and Philip J. Kitchen (2000) .Communication Globally: An Integrated Marketing Approach. Chicago: NTC Books.

Duncan, T. R.，and Everett, S. E., (1993). Client Perceptions of Integrated Marketing Communication. Journal of Advertising Research (May/June), pp. 30 -39.

Foster, T. (1998). Industrial marketing communication: an empirical investigation on the use of marketing co本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。