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整合营销传播 Integrated Marketing Communication

时间:2017-05-23 18:35来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
整合营销传播必要性是一切发明之母,整合营销传播-- IMC也不例外。这种新武器在阿森纳的营销策略的大型全球性组织是最新的创新工具,其概念是植根于激烈的竞争性质的全球营销方案。有必要将组织的各种促销功能集合在一起。这些功能是营销,销售,广告和公关。整合营销传播是一种方法,从客户的角度看整个营销过程。它包括所有促销活动的协调。在常规设置中,这些功能被认为是独立的部门,因此分别管理。但新时代全球营销模式已经彻底改变了这些功能。与传统的营销模块,这些功能的定义领域经常被用来彼此重叠,从而造成摩擦,混乱和效率低下,公司内部和外部市场。
 
Necessity is the mother of all inventions, and Integrated Marketing Communication – IMC, is no exception. This new weapon in the lethal arsenal of the marketing strategies of the large global organizations is the latest innovative tool whose conception is rooted in the fiercely competitive nature of the global marketing scenario. It has necessitated the coming together of various promotional functions of an organization. These functions are marketing, sales, advertising and PR. “Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer. It involves the coordination of all promotional activities…(REF03). In a conventional setup, these functions are considered separate departments and are accordingly managed separately. But the new-age global marketing model has transformed these functions radically. With the conventional marketing module, the defining areas of these functions often used to overlap with each other, thus creating friction, confusion and inefficiency both internally within the company and externally in the market.
 
This wasteful and inefficient way of orthodox marketing compelled the companies worldwide to rethink and restrategize their promotional communication efforts, and the nett result is IMC. Basically, it combines and fuses the inter-departmental marketing operations into a single homogenous function, thus creating a seamless environment where marketing, sales, advertising, PR and other such areas complement each other’s functioning rather than contradicting it. As noted in the insightful document titled “Integrated marketing Communications at Dow Chemical Company – IMC in Theory and Practice”, “Marketing integration provides companies with a competitive edge by focusing all of the sales, marketing and operations resources on promoting the same message throughout customer and prospector base and doing everything possible to make sure that sales and marketing promises get consistently delivered” (REF01).
 
The other unique salient benefits of IMC which are also mentioned in the above referred work are that besides creating functional harmony and enhancing field efficiency, it also greatly helps in two other areas:(责任编辑:BUG)


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