近一段时期以来,一个新的术语,即所谓的“整合营销传播”(Integrated Marketing Communictions,IMC)在IT业界开始广泛流行,恰值著名的公关公司奥美公司的亚太区IBM服务总裁Larry Rinaldi来京之际,记者请他和IBM大中华地区企业策划推广部总经理罗秀慧谈了各自对IMC的认识。 Larry Rinaldi先生1987年加盟奥美公司,是奥美公司获得IBM全球业务的主要贡献者之一,1994年他负责的IBM软件业务额即高达1.5亿美元,他为奥美赢得了包括西屋电气、太平洋贝尔、施乐、Microsoft等众多重要客户,其主要业绩包括发起、创办并发展《微软》杂志,同时也是微软定点基本销售计划的重要设计师。对于整 A new term, the so-called “Integrated Marketing Communications” (IMC), has come into widespread use in the IT industry in recent times, just as Larry Rinaldi, president of IBM services for the prestigious PR firm Ogilvy & Mather Worldwide On the occasion of Beijing, the reporter invited him and Luo Xiuhui, general manager of Enterprise Planning and Promotion Department of Greater China Region of IBM, to talk about their own understanding of IMC. Larry Rinaldi joined Ogilvy & Mather in 1987 and is one of Ogilvy & Mather’s main contributors to IBM’s global business. In 1994, he led the IBM software business with a turnover of up to $ 150 million. He won Ogilvy & Mather, including Westinghouse Electric, Major clients include Pacific Bell, Xerox, Microsoft and others. Its major achievements include launching, establishing and developing “Microsoft” magazine, and is also an important designer of Microsoft’s fixed-point sales plan. For the whole