The following eight principles are a synopsis of those listed by Schultz, along with some of my notes.

Principle 1: Be Customer-Centric
This becomes much more than a mantra or feel-good saying. Historically, organizations but more importance and emphasis on their value chains (suppliers, distributors, retailers, etc.) Emphasis is shifted to the customer. This has effects on internal systems, like employee appraisals/compensation, most key day-to-day activities, planning and execution. Much easier said than done.

Principle 2: Outside-In Planning
IMC shifts the paradigm of strategic planning to more closely align the goals and objectives of the organization to customer wants, needs and desires. All strategies are vetted relative to the customer. Requires committment by top management or it won't work.

Principle 3: Focus on Customer Experience
Messaging and communications attempt to shape entire customer experience with the brand. This includes all brand touchpoints and all customer interactions with the organization. In summary: 'Anything and everything that sends a message, provides an experience, or relates to the product or service is something that must be considered, managed, and measured.'

Principle 4: Customer Goals / Corporate Goals Alignment
Essentially this reiterates the importance of Principle 2. In the practical sense, however, both are very challenging to institute due to a range of factors (markets, consumer pool, shareholder needs, etc). In any case, organizations need to strive to align their corporate goals with the goals of their consumers.

Principle 5: Shape Consumer Behavior
Organizations can measure the effectiveness of their marcom tools by their ability to effect consumer behavior. This includes sales, inquiries, store/site traffic, etc. Think customer acquisition, retention, lifetime purchases. Tradition marcom focused on attitudinal/impression factors that do not necessarily lead to action. This factor is the basis of all measurement/effectiveness/ROI of IMC programs.

Principle 6: Customers as Assets
Instead of treating/considering customers in-mass as has been traditionally done, customers are considered individually based on behavioral factors relative to the organization, and engaged accordingly. Attempts to define short- and long-term value to the company.

Principle 7: Simply Functional Activities
As more types of marcom tools are used, competing factors are introduced into the process that may not serve the customer. Customers simplify and aggregate info received by the company, regardless of the distinct nature of the channel. Organization's need to keep consumer goals top-of-mind and messages consistant across all types. Keep it simple.

Principle 8: Converge, Converge, Converge
Customers need to be seeing the same message, whether in print, online or via televsion, radio, etc. Managers in each area need to be on the 'same page'. This principle extends the previous one, Principle 7.