浅析整合营销传播方法论

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至舒尔茨教授提出IMC理论以来,学界以及业界对IMC理论进行了不同程度的阐释与解读。笔者发现在众多论文以及学术专著中,对IMC理论在实际应用中的方法的讨论尤为甚少。本文系统地阐述了IMC的传播策略制定方法、效果分析法。 Since Professor Schultz proposed IMC theory, the academic circles and the industry conducted different degrees of explanation and interpretation of IMC theory. The author finds that in many essays and academic monographs, there is very little discussion on the practical application of IMC theory. This article systematically expounded the IMC’s communication strategy development method, the effect of analysis.
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