整合营销传播如何本土化（How to localize integrated marketing communication）.docVIP

整合营销传播如何本土化（How to localize integrated marketing communication） Integrated marketing communication (IMC) is refers to the enterprise in the management process, to and from the outside and inside strategic viewpoint, and stakeholders to communicate effectively with marketing managers for the main communication strategy. It emphasizes the customer as the center, emphasizes the omni-directional communication with the customers, emphasizes the marketing cost saving and the marketing effect promotion. Profound understanding, integrated marketing communication strategy, and effective implementation of integrated marketing communication strategy, in the marketing centric market economy era, has become a required course for all economic game participants. The necessity of implementing integrated marketing First of all, from the theoretical foundation of IMC, modern marketing theory is established on the basis of market segmentation, and integrated marketing communication is through the issue of integration to segments after product and brand information, so as to maximize the propagation effect. For example, business circles popular saying I know I have at least 50% advertising is wasted, but I dont know which half, this sentence not only shows the majority of decision-makers is helpless, marketing and advertising practitioners in the heart forever, and put forward the integrated marketing communication the theory provides guidelines and effective operation mode in order to solve this problem. Secondly, from the point of view of market practice, the marketing concept advocated by integrated marketing communication, such as integrating information, expanding communication effect, interacting with consumers, has obvious effect in practice. In recent years the emergence of various forms of promotional activities, a variety of targeted advertising, although not necessarily referred as integrated marketing communication, but there are IMC this invisible hand in the play a positi