从整合营销到统合营销（From integrated marketing to integrated marketing）.docVIP

从整合营销到统合营销（From integrated marketing to integrated marketing） A few years ago, there was an American advertising company provides a rather luxurious ultra precision marketing services to customers: advertisers will provide a few target list of customers, the company set up a marketing plan for the one and only every company on the list. If advertisers want to become As mass printer in the purchase of winners, advertising companies will first understand key decisions in the procurement of who is, how his habits, from the beginning he go out in the morning, the client will drive advertising billboards, passing the regular traffic jam sections of the bus station ceiling, buy breakfast the cafe door, office building, elevator daily will see the newspaper. Unknowingly, the key decision makers are already surrounded by high density advertising received a lot of elaborate information. Around the customer personalized, covering the whole process of buying decision marketing activities, perhaps all the companys dream, but the high cost of making this is the only unit orders very profitable to B company occasionally try to luxury, to C, can be prohibitive. Now, the new digital media, emerge in an endless stream of liquid crystal display device to reduce the cost of equipment, such as mobile phone, 3G addressable digital devices are connected to each other, make consumers around the entire purchase experience and customized integrated marketing, is becoming more and more feasible and popular. The integration is not perfect Only a few years ago, large consumer company are keen to explore the topic or integrated marketing (Integrated Marketing Communications, IMC). In this era of ubiquitous media, a company may also use a variety of media newspapers, television, radio, Internet and outdoor activities to convey information to consumers, including the corporation culture marketing, branding, marketing and product experience. Integrated marketing is committed to the integration of