Communication Theory in Business Management

The core idea of Integrated Marketing CommunicationIMC is to unify all communication activities related to the marketing of enterprises. The development of integrated marketing communication is the most important development in the marketing industry in the 90s of the 20th century, and the theory of integrated marketing communication has also been widely recognized by the business community and the marketing theory community. As a highly practical and operational theory, integrated marketing communication theory emerged in the United States, where the commodity economy is the most developed, and was pioneered by Marion Haber, who served as the CEO of McCann.

In the context of economic globalization, in recent years, the theory of integrated marketing communication has also been widely disseminated in China, and there was a "integrated marketing fever" for a time. Integrated marketing communication theory is a concept that arises with the development of marketing practice, so the connotation of its concept is constantly enriched and improved with the development of practice. In the past few years, integrated marketing communication (IMC) has attracted a lot of attention from marketers, communication practitioners, and experts around the world, such as Caywood, Don E. Schultz, and Wang, 1991;Schultz, Tannenbaum, and Lauterborn, 1992;Duncan and Everett, 1993;Duncan and Moririty, 1997;hutton，1995；wolters，1993；Nowak and Phelps, 1994).

For a long time, integrated marketing communication practitioners, marketing resource providers and marketing effect evaluators have defined and studied integrated marketing communication in various ways and from different perspectives.

Integrated Marketing Communications (integrated

marketing

Communication, IMC), in 1992, the world's first IMC (integrated

marketing

communications

The author of the monograph "Integrated Marketing Communication" is written by Don Schultz, a professor at Northwestern University, and his collaborator, Stanley Tennaben

Robert Lauterbourne

On the one hand, integrated marketing communication covers all communication activities such as advertising, public relations, direct sales, CI, packaging, and news. On the other hand, it enables companies to convey unified communication messages to consumers. Therefore, integrated marketing communication is also known as speak

WithoneVoice is a unified strategy for marketing communications.

Integrated marketing planning: also known as "integrated marketing communication".