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IMC是中国大陆广告业继CIS、品牌、定位理论之后,迄今遭遇的最具革命性的营销理论。这一理论进入中国大陆已近7年,对于中国的广告行业以及企业的营销管理产生了哪些影响呢?本文想就此作一番梳理。依据网上公布的案例,以及通过与广告界及企业有关人士的访谈,人们在普遍接受“整合营销传播”的理念的情况下,呈现的则是纷繁复杂的运作现实,归纳起来主要有以下几种类型: 第一类是以广告为主,其他沟通元
IMC is the most revolutionary marketing theory ever encountered in China’s advertising industry following CIS, brand and positioning theory. This theory has been in mainland China for almost seven years, what impact has it had on China’s advertising industry and its marketing management? According to the cases published online and through interviews with the advertising industry and related parties, people generally accept the concept of “integrated marketing communication”, presenting the complicated operation realities. The main problems are summarized as follows Several types: The first category is mainly advertising, other communication yuan