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整合营销传播学,源于20世纪90年代初美国的营销学、传播学和广告学界学者的研究。这一理论的核心,改变着传统的以生产或销售为中心的企业经营模式,强调一切以消费者为中心,重视与传播对象的沟通,从了解消费者的需求到满足消费者的需求,以此为出发点制定相应的企业经营战略和营销传播策略。此外,它还提出注重各种传播方式的整合效应,树立“营销就是传播”
Integrated Marketing Communication, from the United States in the early 1990s marketing, communications and advertising academic scholars. The core of this theory, changing the traditional production or sales-oriented business model, emphasizing that all consumers as the center, attention and communication with the object of communication, from understanding the needs of consumers to meet the needs of consumers to This is the starting point to develop the appropriate business strategy and marketing communication strategy. In addition, it also proposed to focus on the integration effect of various modes of communication, establishing that “marketing is communication”