Theory of IMC Strategy

Kwang-Yong Shin ()
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Kwang-Yong Shin: Nankai University

Chapter Chapter 1 in The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, 2013, pp 3-23 from Springer

Abstract: Abstract Highly competitive commercial environment eventually led to three phenomena: change in information dissemination methods, change in marketing managers’ attitude and cost considerations on company information transmission. Simply speaking, the change in contact point communication method was due to the fact that the information receivers attend to select what they received, because of commercial information expansion and lower and lower communication affectivity. Therefore we should strengthen the consumer attention and acceptance to the brand, and simple branding ideas are far from enough. Only when the company can shape the true images of products and services identify the right goods for the consumers, the true meaning of business or service and the understanding of the relationship between the brands, can the company truly stand on consumer’s standpoint and develop an interactive communication plan. Thus the integrated marketing concepts emerged in this background.

Keywords: Customer Relationship Management; Brand Equity; Interactive Communication; Relationship Marketing; Marketing Communication (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-642-38091-4_1

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DOI: 10.1007/978-3-642-38091-4_1

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