Internet inanIMCContext:
      Business Unusual on the Web
    An outside-in, results-oriented strategic approach to marketing which manages a timed arrayof internal and external communication resources to produce specific behavior among specific groups of individuals leading to a predictable return on investment. 

     
     
    Critical differences
    from "what we've always done":

    Strategic, not just tactical approach to planning
    Behavioral objectives, not just communication measurements
    ROI accountability