Integrated marketing communication(IMC)is strategic option of creating world-famous brand
SUN Chi-lu (98MBA,MBA Center,Xiamen University,Fujian 3651005,China)
First the author analyse the four features of the current global market and competition such as market become individual etc.and point out:IMC is strategic option of creating world-fanous brand.The thesis then discuss the main idea of IMC market orientation,systematicness and feedback.Therefore IMC can adapt to the change of current global market and competition.At last,the author suggest Chinese enterprises build customer service information system,conduct organization reengineering,build learning organization and pay attention to transcucture communication.
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