This article describes what IMC business process is: "IMC is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs". Integrated marketing communications is extremely customer-centric. It is around three fundamental integration of various functions: Markets are fragmented; media is constantly changing, and customers are savvier than ever before. For the marketer, a successful market needs to be an integrated one, instead of being fragmented. A market like this can quickly solve the problem of customers, focus on customer needs, and increase the stability of the market. For the media, with many new types of media emerging, from the Internet to various applications on smart phones, and computers, advertisers are now able to provide a full range of integrated marketing services and complete set of project communication services. Therefore, marketers should make use of the resources and channels available to promote their products. Lastly, customer needs should also be taken into account in the process of product promotion. Being exposed to various sources of information, customers nowadays know more about what they need and what suit them best. Thus, marketers need to analyze customer needs appropriately. For instance, some young consumers like creative boutique, so it is advisable for the full-service agencies to provide young consumers with creative service.
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