《整合营销传播》以科技进步带来传播方式的改变为立论基础,阐述了整合营销传播时代的到来。企业与消费者必须建立“一对一”的“双向沟通”,“关系营销”走进生活;企业与消费者必须建立长期的友好合作关系,“循环营销”登堂入室。这是信息时代企业必须作出的选择,单方面沟通的“线性化”传播已经不再适合这个“多元”的时代。 每一次人类思想观念的革命,都必然带来学习、工作方法上的突破。整合营销传播阐明的以“资料库”为基础的工作方式,推翻了靠某个天才灵机一动就可以不顾消费者意愿创造出营 “Integrated marketing communications” to change the mode of transmission of scientific and technological advances as the basis for the argument, elaborated the arrival of the era of integrated marketing communications. Enterprises and consumers must establish “one-to-one” “two-way communication” and “relationship marketing” into their daily lives. Enterprises and consumers must establish long-term friendly and cooperative relations and “circular marketing” should be promoted. This is the choice that enterprises in the information age must make. The “linear” communication of unilateral communication is no longer suitable for this “pluralistic” era. Every revolution in the concept of human thought inevitably leads to a breakthrough in learning and working methods. Integrated marketing communications to clarify the “database” -based approach to work, overthrow by a genius and inspiration can be created in disregard of the wishes of consumers