Zintegrowana komunikacja marketingowa. Nowe podejście - propozycja uporządkowania pojęć

Abstract

Integrated Marketing Communications (IMC) is something more than Marketing Communications and Promotion. IMC integrates not only traditional (formal) Marketing Communications elements: Advertising, Public Relations, Sales Promotion, Personal Selling and Sponsoring. It integrates all communicates being sent to market environment. The new task of a company, is to manage and integrate all kinds of communicates. The proposed definition is that of H. Fill which states: IMC it is managing dialogue of a company with its market Environment. More and more important role in this dialogue will play informal communication, which from the point of view of time, budget and organizational structures is not called promotion. Examples may be word of mouth, lobbying or informal meetings and all other messages attached to product, price, distribution and people other than promotional staff.