Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10491174 | Business Horizons | 2005 | 11 Pages |
Abstract
In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Shu-pei Tsai,