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Research of IMC Application in Books System

Author: LiLi
Tutor: XiaXiaoMing
School: Wuhan University of Technology
Course: Communication
Keywords: Books Integrated Marketing Communication Marketing System Marketing strategy
CLC: G235-F
Type: Master's thesis
Year: 2008
Downloads: 396
Quote: 3
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Abstract


In very serious circumstances of Intensified competition and the homogenization of the problem the books market,the books media in order to get real core values and unique advantages,we must actively explore for its own integrated marketing communication mode,to run integrated marketing communication of books Media,and establish brand media reported. Integrated Marketing Communication acronym IMC, its core idea is to marketing and corporate communication activities related to the unification of all. It is in the information economy and globalization of the world economy developed in the new economy,which is in line with the development trend of today’s world economy and its implications for corporate marketing activities of the proposed new requirements. Integrated Marketing Communication of books Media is a revolutionary change of the traditional marketing mode,it goes beyond the limitations of traditional marketing model,integrity,teamwork,the same banner of the commander in chief marketing integration,comprehensive integrated strategic resources,and fully mobilize the enthusiasm of all species of positive factors,the effective establishment and the relationship between the interests of the interaction and consensus,and can greatly enhance the influence of books and achieve the maximization of brand value.In order to come out of the current predieament,it is important for the publishers of books to build up an integrated marketing communication (IMC) system. They should set up the IMC idea, make sure to integrate the marketing targets, redesign the structure of marketing organization and the whole marketing proeess by using the theory of IMC. They must take their consumers as the core of the whole marketing aetivity, and communicate with them mutually. At the moment, the publishers of books may implement the IMC strategy by integrating their produets,prise,outlets and communication strategies. If they establish a long-term and stable relation with their consumers, they will obtain long-term economic and social benefits.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Publishing > Distribution work
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