Aug 02, 2022
In Beauty Forum
This sharing is mainly divided into three parts: the first part is the analysis of the classic theory and core elements of integrated marketing, that is, to understand the whole marketing core, know ourselves and the enemy; the second part is from the target disassembly to the strategy implementation, and will carry out the corresponding actual case Buy email list disassembly, From the theoretical level to the tactics; the third part is the thinking expansion of integrated marketing communication. Don Schultz is the first person in integrated marketing. He was a professor of Marketing at Northwestern University and the first person to propose the concept of integrated marketing. Before joining Northwestern University in 1997, he has been working in advertising and marketing companies and is proficient in marketing theory. . 1. Classical theory of integrated marketing and analysis of core elements The full name of integrated marketing is integrated marketing communication, the abbreviation is IMC, because most of the marketing belongs to To C, so we must consider the problem of communication. Integrated marketing is divided into four major parts: traditional advertising, digital marketing, public relations and sales promotion. Digital marketing was called direct sales before, because the Internet had not developed so fast before, so there was no way to do digital marketing. For example, in the past, Bertelsmann regularly sent users a booklet every month, and users could choose from the booklet. If you like a book and pay for it, the other party will mail the book regularly. Another example is Dell Computer, which was directly operated at the beginning, without intermediate dealers.