On The Integrated Marketing Communication Strategy

The conception of IMC (Integrated marketing communication) was put forward at the first time about 15 years ago, and has a relative short history. But there is no doubt that it's one of the most important development in the marketing domain. It has brought a revolution for marketing concept. Now enter we into new era. Due to the development of Internet technology and data-base technology, the marketing environment has also changed a lot. At the same time, people attach more and more importance to the value of Brand. This situation claims our attention. This thesis will aim at above-mentioned essentials, and analyze the IMC. Part One :Overview of IMCFirst, the concept of IMC is mentioned. Second, the principle and model of IMC is put forward on the basis of the stakeholders and interest groups. Third, research the measure for our enterprises. Then the four level, that the enterprises need to follow, and the effect are mentioned.Part Two: The plan and execution of IMCWhether IMC could be smoothly carried out depends on the level of the integration of the marketing tools. In addition, in the process of IMC, the enterprise could meet the problems in media planning. The complicated situation are analysed, which is followed by the Internet marketing and data-base marketing model.Part Three: the execution, assessment and auditing of IMCFirst, analyse not only the four factors, that have influence on the execution of IMC, but also the related resource, people, organization, and management. Second, the effect and the process are evaluated. Third, how to control and audit IMC are mentioned.Part Four: the IMC practice in enterprisesThe IMC practice in IBM and in Ke Long Corporation are interviewed.