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1、Theactualapplicationofintegratedmarketing(IMC)（整合营销(IMC)的实战应用）.txt,IMC,yesterdayisaninvalidcheck;tomorrowisanoutstandingpromissorynote;onlytodayiscash,youcanalwayscasheverything.Peoplealwayslovetodeceiveourselves,becauseitmoreeasilythantodeceiveother
2、s.First,thequestionraisedOftenencounteredenterpriseproblems:advertising,publicrelations,newsandsoonaredoing,buttheeffectisnotideal?Nosignificantimprovementhasbeenseenineithersalesorcorporateimageorbrandimage.Enterprisemarketingfrom4P(price,saleschann
3、el,packaging,promotion)toIMC(IntegratedMarketing),buthowtointegratemarketing?Howdoestheinherentlogicalcausalchainrunthroughintegratedmarketing?Thisproblemdonotfullyunderstand,willcausetheenterpriseintegratedmarketingon1-1-1......Thenegativeeffectcann
4、otformthemultipliereffectofintegratedmarketing.Two,theexactconceptofIMCIMC:integratedmarkingcommunications,thatis,completemarketinformationtransmission.ProposedbyNorthwesternUniversityDone.Schultz,allmarketingtoolswillbeintegratedintothemarkettodisse
5、minateinformation.Byusingtheinformationeconomicsterminologytodescribemarketing,istheessenceofmarketingis:"toreducetheinformationasymmetrydegree,informationasymmetryisreferstobetweenthecorrespondingeconomicmanwithoutknowledgeorprobabilityofsymmetricdi
6、stributions.Themarketingenvironmentitselfisanasymmetricinformationfield,wheretherearethreesetsofduality:theenterpriseandtheconsumer,theenterpriseandthegovernment,theenterpriseandtheenterprise.ThetaskofIMCistotransfertheprivateinformationoftheenterpri
7、se(notknowntothedualparties)tothedualparties:consumer,government,enterprise.Sothattheycandescribetheimageoftheenterprisefromtheinformationdeliveredbytheenterprise.Dualstartedonthiscognitiveprocess:known,enterprisesbegantocognition,affectionordisgust,
8、consumerdecision.Thenthereisaquestiontonote:whatistheimagethatispassedontothepublic?Clearorobscure?Isitaccurateormisleading?Completeorfragmented?Goodreputation,highorlow?Whatcausalchainreactionwilloccurwhenmultipleormultiplesetsofinformationaretransm
