"Integrated Marketing Communication", co-authored by Professor Donschulz and others

In the the late 1980s, Professor Schultz and others co-authored the "Integrated Marketing Communication", in today's view, still has a strong reference. In particular, the "customer-centric" core concept, and the current popular focus on customers, emphasizing the experience of the Internet thinking coincide. "Integrated Marketing Communications-the 5 key steps to create enterprise value" is Professor Schultz's latest work, he not only reviewed the development of the concept of the process, but also put forward a feasible guidance and a number of models to help enterprises to complete the complex transition to integrated marketing process.

Here are some wonderful things in the book:

1. There is no mention of customers in the 4P model and no mention of profits-a flaw that clearly embodies the eye-orientation of the model, the "respective battalions".

2. In the 1980s, 3 changes in the integration of marketing communications into the marketing of the front: technology-across the business in all areas of the development and dissemination of electronic technology; brand building-brand and brand building become the main competitive differentiation means of enterprises, more and more attention and attention; globalization- With the continuous expansion of marketers, beyond the boundaries of traditional geographical areas, the trend of transnational and globalization is becoming more and more obvious.

3. The 4 purposes of customer data utilization are key: more effective access to customers, develop themselves as a learning organization, continuously improve contacts and relationships with existing and potential customers, and better support the operational areas of the enterprise and provide valuable information and background knowledge to managers in various fields Allocate the limited resources of the enterprise to the most valuable customers.

4. Integrated marketing is a strategic business process, companies use this process to plan, develop, implement, and evaluate brand communication activities for consumers, existing customers, customers, and other targeted internal and external audiences over time, making them coherent, measurable and persuasive.

5.Intel inside the real value of this activity is that it breaks through the many boundaries that traditionally exist between markets and sales. In the face of the market, it takes "push" strategy, and through the manufacturer and channel, it takes "pull" strategy.

6. The 8 major principles of integrated marketing:

(1) Become a customer-centric enterprise.

(2) Use from outside to inside the planning method. There is no connection between the marketing costs and the expected sales results, depending on the way in and out. In fact, the opposite is true--the success of sales brings market costs.

(3) Focus on a comprehensive customer experience rather than the experience of marketing communications activities.

(4) Synergy between consumer goals and corporate goals.

(5) Establish customer behavior objectives. Marketing and communication programs look complicated, but the company wants to get the following 4 results: Get new users, retain and maintain existing customers, maintain and increase sales or profits from existing customers, and allow existing customers to transform in the portfolio of products and services provided by the company.

(6) Treat customers as assets.

(7) Streamlining of functional activities. According to the old 4P model, the promotion is divided into 3 completely independent functions-sales, advertising and public relations. In practice, for most enterprises, the main obstacles encountered in the integration process are almost unrelated to outside customers. From the customer's point of view, the company is really only taking two basic marketing and communication actions: Message delivery, design incentive plan.

(8) Aggregation of all marketing communication activities.

7. Integrated marketing avoids pitfalls by focusing on people, not just markets or segments.

8. Understanding customer-centric integrated marketing communications, the strength of customers is the key.

9. Promoting the dissemination of value-generating methods is not only relevant to the results that marketers expect, but everything is related to interactivity. True success stems from a long-term relationship between the two sides rather than a change in the number of short-term sales.