In an attempt to combine the two main perspectives (strategic communications and strategic brand management),) integrated marketing communications (IMC), in this paper we propose a holistic customer experience management structure. On the scope, the key mission of IMC, to effectively manage the indirect impression and direct conflict with the brand, so that the synergies derived from all the interconnected elements of IMC, including research and development, production, price development, the channel arrangement, the customer service management, construction, marketing message, and the program of communication. Thus, IMC is capable of enhancing the experience of holistic consumer and the brand value of creating an integrated framework that can integrate sensory, consumer emotional, social, intellectual, and experience in a new and positive direction. "Hide
by Shu Pei-Cai Source: Business Horizons 11 pages. Publication Date: September 15, 2005. Prod. #: BH171-PDF-ENG
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