1.0 Introduction
In past years, the merchandise department of Mtone Wireless Inc built impregnable barriers around the various marketing co-ordinated marketing and promotional functions, and planned and managed them separately with diverse communications budgets, different views of the market, and different goals and objectives. These marketing people failed to recognize that the wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets. Actually, in the latter 1990s, many companies had already been moving toward the concept of integrated marketing communications (IMC), which involves coordinating the various promotional elements along with other marketing activities that communicate with a firms set of customers.
As the Promotions private instructor in Mtone Wireless, I provide this report to reveal the emergence importance of integrated marketing communications and build it into the condition of Mtones marketing programs. The first part of the report is going to review abundant literatures to clearly define IMC and explain the implementation in general marketing place. And than, the report will be cerebrate on related market of Mtone Wireless to justify wherefore Mtone Wireless needs to have an IMC program, and how to get it.
1.1 A shortened background of Mtone Wireless
Mtone Wireless Inc, started at Silicon Valley, is a in private held company providing subscription based mobile entertainment services in Mainland China.
Addressing a current market of over 200 one thousand million mobile phone subscribers in China, Mtone Wireless has leveraged its first actor advantage as the premier provider of wireless discipline services in Mainland China. Mtone Wireless Inc (China) as a attractor of mobile entertainment service and the biggest wireless ICP (Internet Content Provider) in telecommunication industry in China provides WAP (Wireless Application Protocol), SMS (Short centre Service), RTS (Ring Tone Service) and LOS (Location Orientation Service) four value-added service...
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