Theory and Practice of Integrated Marketing Communication in Enterprises

Since 1990s, integrated marketing communication has been prevalent in western advertising, media and enterprises and has been developed quickly. Presently, it represents a new trend, philosophy and method of communication. This article first analyzes the differences between integrated marketing communication and traditional marketing communication and then suggests the way to promote integrated marketing communication. Finally, it proves the effectiveness of integrated marketing communication in obtaining maximum comprehensive benefits for an enterprise through two case studies.