In one experiment, the two main perspectives (strategic communications and strategic brand management) of integrated marketing communications (IMC) to combine, this article proposes a holistic consumer experience management framework. According to the Framework Directive is the central task of the IMC, to effectively manage the impression mediated and direct encounter with the brand, so that is synergy among all the interconnected elements of IMC, including research and development, production, price formulati … Read more »

In one experiment, the two main perspectives (strategic communications and strategic brand management) of integrated marketing communications (IMC) to combine, this article proposes a holistic consumer experience management framework. According to the Framework Directive is the central task of the IMC, to effectively manage the mediated impression and direct encounter with the brand, so that synergy occurs among all the interconnected elements of IMC, including research and development, production, price formulation, channel arrangement consumer service management, marketing message construction and communications program execution. As such, IMC is capable of holistic consumer experience and creating a holistic brand value structure that can combine the sensory, emotional, social and intellectual experiences in a new and positive way to the consumer.
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Shu Pei Tsai
Source: Business Horizons
11 pages.
Publication Date: Sep 15, in 2005. Prod #: BH171-PDF-ENG
Integrated Marketing Management as Holistic Consumer Experience HBR case solution

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