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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3304 |
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As a result, marketing communications is more important than ever, especially since the consumer is very knowledgeable as well as having the power that the marketer once had. While IMC has been viewed as a valuable concept by practitioners as quoted by Duncan and Everett, 1993(cited in David & Tom, 1997) , some organization are still preoccupied with the functional focus, such as ?Eto do public relations?Eor "to do advertising?E Before one is to talk about IMC, perhaps then one has to take a holistic view to it, beginning with the consumer...
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IMC -- the management of all organized communication to build positive relationships with customers and other stakeholders - -stresses marketing to the individual by understanding needs, motivations, attitudes and behaviour.?E
Schultz(2003b) also advocates what he calls the "next generation IMC?E a concept
which addresses the nex requirements of consumer focused organizations in the new
marketplace, involving the acquisition, maintenance, growth and migration of
customer groups, and their income flows over time...
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