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(,300071),,(IntegratedMar2ketingCommunicationsIMC),,,;F270A1003-3637(2004)05-0240-04,,;;,ROICRMDBMRBMCALS/,,,(ShinKwangYong,2002),,,,(Schultz,1993),,,,,,(Gronroos,2000;KirstiLindberg2Repo,2001),(Outside2in)(IntegratedMarketingCommunica2tion,IMC),80(Com2municationSynergy),(Cf:Novelli1989;Fosterl990;Tor2torici1991;Niederquell1991;Stanton1991;Haroldsen1992)(NorthwesternUniversityMedilSchoolofJournalism)IMC:IMC,,,Schultz(1993),,,Danowski(1994),,,,,DuncanMoriarty1994)IMC,,IMC,,,ChrisFill(2002)IMC,1IMC(Outside2inOriented),,,,,,,(outside2inOriented)IMC,,,,,,,,(Kotler1967,Foster1990,Danowski1993),Petrison&Wang(1996)IMC:(Exe204220045©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.cutableIntegration),;(PlannlingIntegration),,,,,IMC,IMC,,IMC,(Duncan&Moriarty,1994),,,,,,IMC,(Responsiveness)(Relevance)(Receptivity)(Recognition)(Relationships)(Schultz,2000),(Schultz,1993),,1:ChrisFill,EssentiallyaMatterofConsistency:IntegratedMarketingCommunications,TheMarketingRe2view2001,(1),p409425,,IMC,(Outside2in),,(Stakeholders&InterestGroups)(,2002),21,,,;,,,,,,IMC,,IMC,,,IMC,,IMC,IMC(Schultz,PhilipJ.Kitchen,1997),(LynneEagleetal.,1999)(JaniceKallmeyer,RussellAbratt,2001)IMC,IMC:IMCIMC,IMC:1.,,,IMC,,,,IMC,,,,,IMCDonE.Schultz(2000)5R,,,,,GeorgeS.Day(2002),:1),,,,,;,,2),,,,,,,14220045©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.,3),,,,,,,,,4),,,,,;,,,2.,(Chandle,1962;J.Woodward,1965)E.A.Gerloff,N.K.MuirandW.D.Bo2densteine(1991),,IMC,,,IMC,,IMC,IMC,,,,,IMC,,(DonE.Schultz,1997;Jan2iceKallmeyer&RussellAbratt,2001),DonE.Schultz(1997)(MarcomManager),IMC(2003),,,,IMCIMC,,,IMC,,,IMC,,,IMC,,,,IMC,,IMC,,IMC,IMC,,,IMC,,IMC,Gronstedt&Thorsen(1996)IMC,IMC3.PaulWang(1996)IMC(ReturnonIn2vestment:ROI),IMC(ZeroBased),,(2002)IMC,,,,2:SchultzDonE,TheEvolvingNatureofInte2gratedCommunication[J],JournalofIntegratedCommunica2tions,1997(2),pp4554.,,,,IMC,DonE.Schultz(1996),IMC,IMC,,,,,2,24220045©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.,,,,4.IMC,,,,,,,1IMC3:3IMC3IMC33333:,IMC33,3,WebSiteVOD33,3,:.IMC[A].[C].:.20015.2451.,:(1)();(2),,,;(3),(ZeroBasisPlan),,IMCIMC,,,,IMC1IMC:IMC,,IMCIMC,IMC,,IMC,IMC,IMC,,(:01JA630012):1.[]S.[M].:,2002.2.[].[M].:,1999.3..IMC[C]..:,2001.4..[M].:,2001.5..[M].:,2000.6.ChrisFill.EssentiallyaMatterofConsistency:IntegratedMar2ketingCommunications[J].TheMarketingReview,2001,(1):409-425.7.DuncanThomas.ClientPerceptionsofIntegratedMarketingCommunications[J].JournalofAdvertisingResearch,1993,(5):31.8.SchultzDonE.MarketingCommunicationPlanninginaCon2vergingMarketplace[J].JournalofIntegratedCommunications,2000,(2):55-65.9.SchultzDonE.TheEvolvingNatureofIntegratedCommunica2tion[J].JournalofIntegratedCommunications,1997,(2):45-54.:;:34220045©1995-2005TsinghuaTongfangOpticalDiscCo.,Ltd.Allrightsreserved.
本文标题:实施整合营销传播战略路径研究
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