Integrated Marketing Communication- Please break the theoretical framework Schultz.docVIP

 PAGE \* MERGEFORMAT 13 Integrated Marketing Communication: Please break the theoretical framework Schultz Integrated Marketing Communication Theory is an American Don E * Schulz created, from the 1990s onwards has been fashionable in the West the advertising industry, marketing industry, but for the domestic marketing people to understand and praise is a few years ago. Of this ‘exotic’, recently a lot of people heated, and some people even them as ‘defensive strategy to teach war’, seems to have it as long as the enterprise’s sales, profits, brand, and so the problem can be solved. Integrated Marketing Communication really have such a ‘god’ do? I believe that integrated marketing communication theory is produced in the Western business world, is developed specifically to address the issue of summing up the spread of market design on the current situation of China’s market, whether it is business execution, management level, market awareness or consumption the purchasing power, consumption habits and behavior, etc., are all markets with the developed countries there are significant differences. Practice has proved that Chinese companies to obtain the success of integrated marketing communications, you must set the theoretical framework to break Schultz, ready-made experience for the West to be flexible, otherwise, it is possible to push themselves to the impasse. A well-known enterprises of blood and tears lesson? From 5 years ago, things had to start with. In March 2000, a well-known domestic home appliance enterprises (hereinafter referred to as L Enterprises) in the first of its introduction and implementation of integrated marketing communication strategy. With the international ‘convergence’, hired a marketing celebrities as Deputy Chief Executive, Mr. Qu Yunbo, and requests the renowned Ogilvy amp;amp; Mather, Dentsu, Long Tao, Roland Berger, McCann-Erickson and other international consulting firm to assist its work. Company’s new set up more than 2