Abstract

Historical Development and Characteristics of the MC, IMC Concept

Kang, Kyoung-soo
(Lecturer, Faculty of Commerce, Chuo University)

The purpose of this study is an attempt to generalize Integrated Marketing Communications (IMC) concept through historical consideration of the processes of Marketing Communications (MC) theory¡¯s creation and development. In order to do this, this study pointed out the methodological problems with the traditional way of IMC research and categorized the growth of the existing MC theory into four generations. Moreover, this study examined how the MC and IMC theories have been developed historically and compared those characteristics. As a result, this study found that the existing MC theory has focused on optimizing the marketing environment while IMC has been improved as a ¡®Strategic Business Process¡¯to construct and maintain profitable relationships with customers and stakeholders. Also, this study redefined IMC by finding some common elements in the various definitions of IMC. In conclusion, I expect that the results of this study guide Marketing Communications practitioners in understanding and implementing IMC more as well as provide theoretical evidence for further research.

Key words : integrated marketing communications, marketing communications, promotion, strategic business process