许多人根本不懂什么是整合营销传播,但是嘴边经常挂着“整合”二字。许多广告公司还没有弄清IMC的本质,就开始了整合营销传播业务,甚至于改名为某某整合营销传播公司／机构。的确,我们不能否认整合营销传播对中国营销的贡献,因为营销本来就需要整合。问题是广告公司 Many people simply do not understand what is integrated marketing communications, but the word “integration” often hangs around. Many advertising companies have not yet understood the essence of IMC, began the integrated marketing communications business, and even changed its name to a certain integrated marketing communications company / agency. Indeed, we can not deny the contribution of integrated marketing communications to Chinese marketing because marketing is inherently integrated. The problem is the advertising company