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Integrated Marketing Communications
Integrated Marketing Communications (IMC) is the name of a body of academic and practical work center 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 ROI models to make marketing more accurate and accountable.
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Last updated: 10-12-2005 23:50:20
10-26-2009 08:16:03
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The contents of this article is licensed from www.wikipedia.org under the GNU Free Documentation License. Click here to see the transparent copy and copyright details