| 整合营销传播:系统论和营销理论的融合 |
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| 引用本文： | 冯军. 整合营销传播:系统论和营销理论的融合[J]. 湖北广播电视大学学报, 2006, 23(5): 83-84 |
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| 作者姓名： | 冯军 |
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| 作者单位： | 武汉理工大学,管理学院,湖北,武汉,430070 |
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| 摘 要： | 整合营销传播是以系统论为基本思想,这种营销观念将系统论与营销理论进行很好的融合,整合企业内部、外部的资源,达到提高市场市场份额的目的。它契合了现代企业的营销实践活动,能帮助企业取得良好的效果。本文首先研究了整合营销传播的内涵及产生,进而介绍和分析整合营销—系统论与营销理论的融合理念,最后从以下四方面探讨企业实施整合营销传播的具体策略。
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| 关 键 词： | 整合营销传播 系统理论 客户管理 |
| 文章编号： | 1008-7424（2006）05-0083-02 |
| 收稿时间： | 2006-06-10 |
| 修稿时间： | 2006-06-10 |
Integrated marketing communication in China |
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| FENG Jun. Integrated marketing communication in China[J]. Journal of Hubei Radio& Televisonuniversity, 2006, 23(5): 83-84 |
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| Authors: | FENG Jun |
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| Abstract: | Integrated marketing communication is systematic theory,this theory combined systematic theory with marketing theory integate resourse which belong to enterprise or not to in order to improve share of market.It is very impact way to improve profit because of usefulness to practice.This article firstly have research the concept of Integrated marketing,and discuss the thought of the amalgamation of Integrated marketing and systematic theory,at last probe into the question how our enterprises carry out Integrated marketing. |
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| Keywords: | Integrated Marketing communication systematic theory Consumer relation management |
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