The discussion starts at the beginning of the 90th when the idea of Integrated Marketing Communication (IMC) came up in Europe and America. Don Schultz started in 1991 with an survey (Integrated marketing communication: a survey of national consumer goods advertising Northwestern University Report). He was the one who coined the item of Integrated Marketing Communications (IMC) and established an institute and magazine on IMC at North Western University. Also in Europe Manfred Bruhn did research on IMC in those times. His status report can be read (in German).

Meanwhile the time changed. There is not only the functional approach to communicate with the customer but the customer also wants to communicate with the companies. The customer generates his own content, recommends, rates and creates social communities to discuss the brand, the product and the marketing of companies.

360° Marketing is an „all around-view“ on all marketing activities. The Concept 360° originates from management and is largely understood within the periphery of the management studies as feedback on the staff and the parties concerned. View 360° aims to strengthen the success and the competitiveness of an enterprise by means of an „all around-view“. Marketing with 360° has the same function: By means of an „all around-view“ all marketing activities are coupled in a single perspective and are combined for a successful dealing. This includes the traditional thought on marketing, the new challenge of marketing activities in the Web 2.0 or of customer relationship management and the fact that new marketing approaches are characterized by exceeding designing and interactive communication. 360° Marketing is creating a unique competitive advantage and gives a feedforward to all marketing activities of the companies.

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