What is IMC?

Integrated marketing is a systematic discipline with rich disciplinary connotation and extension. Among them, it includes the core concepts of "advertising and **", "process", "strategic orientation", "consumer-oriented", "stakeholders" and "feedback control", as well as marketing, advertising, strategy, finance and other related disciplines.

The father of integrated marketing is Don Schultz, an old gentleman with a bachelor's degree in business administration, a master's degree in advertising, and a doctorate in mass communication.

In 1993, Don Schultz published his first authoritative book "Integrated Marketing Communication: Effective Because of Integration", marking the establishment of integrated marketing communication as a discipline. The focus is on how to create a unified organizational image through various communication activities (e.g. advertising, public relations, direct mail, etc.), the so-called "one sight one sound".

In 2000, Don Schultz and Professor Philip Cage of the School of Management at Belfast Queen University published a second book, Communicating Globally: An Integrated Marketing Approach, which was the first monograph on integrated marketing communication from a global perspective. Global Integrated Marketing Communication Concept" and "Eight-Step Model of Integrated Marketing Communication".

In 2003, his third book, The Next Generation (IMC), proposed the "Five-Step Model of Integrated Marketing Communication" and wanted to address the financial and strategic integration of IMC from the perspective of "customer return on investment (ROCI)".

The book points out the way forward for the development and improvement of integrated marketing communication theory, and lays a solid foundation for the implementation and evaluation of IMC programs.

Yes, e-imc refers to online integrated marketing, and the following is the definition of it, you can take a look, I hope it can help you.

Network integrated marketing, also known as [e-imc], is the abbreviation of (network integrated marketing). Network integrated marketing is a period of time in which marketing agencies reorganize enterprise and market behavior with consumers as the core, and network integrated marketing.

Comprehensively coordinate the use of various communication methods based on Internet channels, with a unified goal and image, disseminate continuous and consistent enterprise or product information, realize two-way communication with consumers, quickly establish a brand image, establish a long-term close relationship between products and consumers, and more effectively achieve the purpose of brand communication and product marketing.

Network integrated marketing is a kind of systematic combination of various network marketing tools and means, according to the environment for real-time dynamic correction, so that the exchange of two sides in the interaction to achieve value multiplication of marketing concepts and methods.

Online integrated marketing is a series of marketing efforts to plan, implement and supervise a brand in order to establish, maintain and disseminate the brand, as well as strengthen customer relationships. Network integrated marketing is to integrate each independent marketing into a whole to produce synergistic effects. These independent marketing efforts include advertising, direct marketing, sales enablement, personnel merchandising, packaging, events, sponsorships, and customer service, among others.