All of the different elements of communication a company uses combine as Integrated Marketing Communication

All of the different elements of communication a company uses combine as Integrated Marketing Communication. To achieve a consistent and coherent message to create needs to know audiences clearly. The case company in this study expand multiple IMC methods such as online platforms, own private magazine and social event.
Marketers have to deal a challenging and competitive environment to fulfill customers wants and needs. Also develop long-term relationships with the customer, IMC can create coordinated and consistent messages across different channels of communication. Moreover, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created rela- tionship building through strategic (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994).
The focus of this study was on the global marketing situation where IMC is across cultures. In this case the researcher was interested in how, in the Chinese setting, culture influences the interpretation of the various IMC tools and what implications this has for marketers in China.China was chosen as the country of study because of the key role it plays in the global economy. Many western businesses are grappling with establishing successful strategies for the huge, but vastly different Chinese market