Definition: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

*IMC* can also refer to Independent Media Center aka: indymedia

'Integrated Marketing Communication' (IMC) is the name of a body of academic and practical work centered on aligning organizational communications with the needs of customers. The concept of IMC was originated by Professor Don Schultz at the Medill School of Journalism at Northwestern University.

The practice of IMC begins with an assessment of customer needs (both internal and external customers). These needs inform an overarching marketing strategy driven by advertising, public relations, direct marketing and other forms of external and internal communications.

As a matter of function, IMC often employs large datasets, advanced statistical analysis and sophisticated Return on Investment (ROI) models to make marketing more accurate and accountable.

Marketing | Promotion and marketing communications

整合营销

A Model for Integrated Marketing

Integrated Marketing Communication is more than the coordination of a company's outgoing message between different media and the consistency of the message throughout. It is an aggressive marketing plan that captures and uses an extensive amount of customer information in setting and tracking marketing strategy. Steps in an Integrated Marketing system are:

1. Situation Analysis

This section evaluates the current situation that the organisation is currently facing. It takes Political, legal, market competitiveness and profitability into account amongs other sections.

2. Target Market Identification

An essential element to implementing Integrated Marketing that helps to segment and analyze customer buying habits.

3. Strategies

Insight from analysis of customer data is used to shape marketing, sales, and communications strategies.

4. Tactics

Once the basic strategy is determined the appropriate marketing tactics can be specified which best targets the specific markets.

5. Evaluate Results

Customer responses and new information about buying habits are collected and analyzed to determine the effectiveness of the strategy and tactics.

5. Complete the loop; start again at #1.

Reasons for the Growth of IMC:

- Changes in marketplace

- Changes in organisational structure

- Changes in consumers

- Changes in communication

Benefits of Integrated Marketing Communications Planning

Integrated marketing communications (IMC) is the process of planning and coordinating all of an organisations marketing communications in such a way that the different elements do not contradict each other, but maintain a common theme. This is critical to the establishment of a brand identity that is consistent and credible.

IMC planning allows an organisation to reduce what would be several organisational plans into a single planning process, it uses measurable and achievable objectives for benchmarking and is integral to the success or failure of any business. Too many small businesses ignore the planning process of marketing and simply adopt a reactionary approach to marketing. A marketing consultant can help you develop this planning process.

Good Websites on Integrated Marketing Communications

http://www.ami.org.au

http://www.cim.co.uk

http://www.luminosity.com.au

http://www.marketing.org.au

http://www.marketing.org

http://www.marketing.com