On The Application Of Integrated Marketing Theory

The economic of the firms of China has been developed so fast since innovation of the economic system. But there were many management problems with large developments of the companies. In today?s high-tech environment, there is an exponential increase in the development of new communication technologies. Marketers are compelled to use many of these technologies to reach and communicate with target consumers more effectively and in more cost-efficient ways. They want to know how to plan and implement a unified marketing communications campaign. They need conceptual tools to guide them to pull it all together. For these reasons many companies are increasingly recognizing the importance of integrated marketing communications. Professor Don Schultz defined IMC and professor Sirgy developed the view of IMC to seven levels. The practice of integrated marketing communications in IBM gained great success. IMC is the idea that a firm coordinates all its communications activities. That is very important because many firms are often content to let an advertising agency take care of the firm?s advertising. It farms out its public relations (PR) work to a PR agency. The firm?s marketing department handles the sales promotion program. As a result, the firm?s advertising goes off in one direction, public relations in another, and the sales promotion program in still another. As a result, the overall effectiveness of the firm?s marketing communications suffers significantly. Components of integrated marketing communications in IBM can be divided into three parts: Marketing Intelligence (MI), marketing Management (MM) and integrated Marketing Communications (IMC). IMC, as a philosophic concept, dictates that all parties involved in the firm?s communications efforts coordinate to speak to target consumers with one voice, a unified message, and a consistent image. Effectiveness of marketing communications can be assessed with the specific marketing objective. Effectiveness measures are numerous and varied. IBM has two objectives: 1. Promote a consistent image of IBM; 2. Increase the market share IBM devotes to build three leadership: 1. Thought leadership; 2. Technology leadership; 3. e-business leadership. The reason why IMC was executed successful in IBM is as follows: 1. Innovative idea of using IMC. 2. Reborn organization is the base. 3. Excellent cooperation with the marketing agency. 4. The results came from the integrated to all the levels of development. 5. Synergetic results. Conclusion Integrated marketing communications is an effective tool for marketing communications. It can coordinate all the efforts of the firm to speak to target consumers with one voice, a unified message, and a consistent image. It also can reduce the cost and maximize the market share and effective use the resources of the firm. Many firms of China have executed the IMC but in a lower level. IBM executed the successful use of IMC. It does can give many experiences to the firms of China.