MC, IMC 개념의 역사적 전개와 그 특징 = Historical Development and Characteristics of the MC, IMC Concept

국문 초록 (Abstract)

본 연구는 MC론의 생성과 발전 과정에 대한 역사적 고찰을 통해 IMC의 보편적 이론화를 시도하는 데 그 목적이 있다. 이를 위해 먼저 종래의 IMC 연구의 방법론상의 문제점을 지적하고, 지금까지의 MC론의 발전을 4세대로 분류하여, MC, IMC 개념이 역사적으로 어떠한 과정을 거쳐 생성 발전되어 왔고, 또한 그러한 개념들이 어떠한 특징을 가지고 있는지에 대해 비교 검토하였다. 연구 결과, IMC를 전통적인 MC론의 변천과정의 현대적 개념으로 이해하고, 종래의 MC가 프로모션 내지는 마케팅 차원의 최적화에 중점을 둔 반면, IMC는 기업의 경영적 차원에서 고객 및 다른 모든 스테이크홀더와의 유익한 관계를 구축하고 유지하기 위한 기업의‘전략적 비즈니스 프로세스’로서 그 개념이 확장 발전해 온 것을 알 수 있었다. 또한 IMC는 학자에 따라 다양하게 개념정의가 이루어지고 있기 때문에, 본 연구에서는 그러한 각각의 정의로부터 몇 가지 공통점을 도출하여 IMC를 재정의하였다. 이러한 본 연구의 결과는 IMC와 관련한 후속 연구에 필요한 이론적 근거를 제공하는 동시에 실무자들에게는 IMC의 이해를 한층 더 촉진시키는 데 일조하리라 기대된다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is an attempt to generalize Integrated Marketing Communications (IMC) concept through historical consideration of the processes of Marketing Communications (MC) theory’s creation and development. In order to do this, this study pointed out the methodological problems with the traditional way of IMC research and categorized the growth of the existing MC theory into four generations. Moreover, this study examined how the MC and IMC theories have been developed historically and compared those characteristics. As a result, this study found that the existing MC theory has focused on optimizing the marketing environment while IMC has been improved as a‘ Strategic Business Process’to construct and maintain profitable relationships with customers and stakeholders. Also, this study redefined IMC by finding some common elements in the various definitions of IMC. In conclusion, I expect that the results of this study guide Marketing Communications practitioners in understanding and implementing IMC more as well as provide theoretical evidence for further research.

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