Integrated Marketing Communicationsin the late 1980s, Professor Don Schultz and others co-author of 'integrated marketing communication', in today's perspective, still has a strong reference. In particular, which refers to the 'customer-centric' the core concept, and now popular customer focus, stressed the experience of Air Jordan 19 the Internet thinking coincide. 'Integrated Marketing Communication - create Nike Shoes enterprise value of five key steps' Professor Schultz is the latest work, he not only recalled the history of the development of this concept, it is made possible to guide and numerous models to help companies complete complex process of transition to integrated marketing. Here are some wonderful contents of the book: 1 did not mention customers 4P model, there is no mention of profit - the deletion of the model clearly reflects the eyes inward, 'for their own business,' the guide. 2.20 1980s, changes in three aspects of the integrated marketing communication onto the marketing front: technology - development and dissemination of business operations across all areas of electronics technology; brand building - brand and brand building become a major competitive differentiation means, more and more attention and importance; globalization - As marketers continue to master foreign expansion, beyond the boundaries of traditional geographic areas, cross-border and globalization trends are becoming evident. 3. The use of four kinds of customer data is the key aim: more effective access to the client; Nike Heels Boots will develop itself as a learning organization, continuing to improve contact and relationships with existing customers and potential customers; better support areas of business operations, providing valuable information and background knowledge in various fields of managers; the limited resources allocated to the business of the company's most valuable customers. 4. Integrated Marketing is a strategic business processes, companies use this process within a certain time for consumers, existing Air Jordan 19 customers, its audience to plan targeted at customers and other internal and external, development, implementation and evaluation of brand communication activities, so that a coordinated, measurable, and persuasive. 5.Intel Inside the real value of this activity is that it breaks through the traditionally exists between marketing and sales of a variety of limits. Faced with the market, it adopted a 'push' strategy, through producer and channels, it adopted a 'pull' strategy. 6. 8 major principles of integrated marketing: (1) to become a customer-centric enterprise. (2) from the outside in approach to planning. Based on the way from the inside to the outside, between the marketing costs and the expected sales result, we found nothing related. In fact, the opposite argument is actually correct - is brought successful sales marketing expenses. (3) focus on overall customer experience, rather than for marketing communications activities experience. (4) The consumer targets and company goals that work together. (5) establish customer behavior goals. Marketing and communication plan looks very complicated, but the company wanted to get nothing more than the following four results: get new users; retain and maintain existing customers; maintain and increase sales or profits from existing customers body; let existing customers product and service portfolio provided by the company in the conversion. (6) depending on the customer as an asset. (7) To streamline the functions of type activities. According to the old Kids Nike Trainers 4P model, promotion is divided into three completely independent functions - marketing, advertising and public relations. From a practical perspective, for most companies, the main obstacles encountered in the integration process is almost independent of outside customers. From the customer point of view, the company really only take two basic marketing and communications operations: transmission of information, incentive plan design. (8) all marketing communications activities aggregating. 7. By focusing on people and not just markets or sub-groups, integrated marketing was able to avoid falling into the Air Jordan 11 trap. 8. understand customer-centric integrated marketing communications, power of customers is one of the key. 9. promote the dissemination Nike SB of the results generated value approach is not only desirable and marketers get relevant, in fact everything associated with interactivity. True success comes from long-term relationship established between the parties, rather than short-term changes in the number of sales.