Study On The Evolution Of Marketing Communications Theory

This paper first discusses of the methodological sense of philosophical hermeneutics, andthen taking philosophical hermeneutics as a method, it conducts a comprehensive investigationand organization to the development and evolution of marketing communication theory. Takingthe emergence and development of the four major monomer theories as the basic clue, the paperbuilds up the evolution path of the marketing communication theory, the path steps from the"marketing communication" theory (MC) to the "integrated marketing communication" theory(IMC), and then to the "integrated brand communication"(IBC) theory and the "integrated brandpromotion "(IBP), represented by the theory of brand marketing communication theory (BMC),and finally to the" online marketing Communication "(OMC) and other theories as therepresentative of the digital marketing communication theory (DMC). Ultimately, the papermakes these scattered marketing Communication theories into a coherence theory via theevolutionary sense.In accordance with the theoretical evolution path, the paper respectively investigates thehistorical background and the theoretical background of the marketing communication theory,the integrated marketing communications, the brand marketing communication theory and thedigital marketing communication theory. Then the paper analyzes and criticizes the maintheoretical propositions and main theoretical schools of those four theories; Meanwhile, on thebasis of critical theoretical perspectives occurred during the evolution and the internalconnections among those four theories, this paper interprets a clear inherence relationship amongthe for single theories, and therefore, providing a strong theoretical support to the evolution paththat the paper intended to build; In addition, started with analyzing the relationship between thewhole marketing communications theory system and those four single theories, the paper clearlyinterprets the theoretical value, the development of the concepts, as well as the philosophicaland practical significance of them through a philosophical hermeneutics’ circle perspective.