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整合营销传播与组织绩效

论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2016-01-08编辑:carrie2点击率:7355

论文字数:2069论文编号:org201601042158276357语种:英语 English地区:美国价格:免费论文

关键词:营销传播整合营销Organizational Performance Marketing

摘要:整合营销传播被认为是商业策略,这是用来获得最大的正面影响的业务。通常是不同的促销组合的组合,这是用同样的方式产生无缝的信息,以最大限度地影响客户。

Imc And Organizational Performance Marketing Essay

整合营销传播与组织绩效

 

沟通是表达思想,分享个人与团体之间价值的过程。沟通,它可以被描述为保持分配渠道结合的粘合剂。从理论和管理的角度来看,在营销渠道中传播的功能是一个重要的问题,在营销渠道沟通的过程中有影响力的信息传输可以发挥重要作用,(Frazier and Summers, 1984)。虽然营销文学承认,传播在营销渠道中起着重要的作用。(·格兰布纳和罗森伯格,1969;严厉和埃尔-安萨里,1988),它没有给渠道运作提供完整的整合理论。传播在渠道中连接着策略行为问题(如动力与气候)和结构问题(如交换关系的模式),但对渠道传播的实证研究是很少的。

 营销传播代表了一个品牌的营销组合中所有组件的积累,通过建立与品牌股份持有人共享价值来推动交流。


Communication is the process to convey the thoughts and share the meanings between individuals or organizations. Communication, which can be described as the paste that keeps combined a channel of distribution. The function of communication within channel of marketing is an important issue from both a theoretical and managerial point of view. Communication in marketing channel can function as the process by which influential information is transmitted (Frazier and Summers, 1984). Though the Marketing literature admits that communication plays a vigorous role in channel functioning (Grabner and Rosenberg, 1969; Stern and El- Ansary, 1988), it provides no integrated theory for channel communication. Communication has been connected conceptually to both behavioral issues (e.g. power and climate) and structural issues (e. g. the pattern of exchange relationship) in the channel, yet empirical research on channel communication is scanty.

Marketing communications represent the accumulation of all components in a brand's marketing mix that promote exchanges by building shared meanings with the stake holders of brand.

 

What is IMC? 整合营销传播是什么?

 

Schultz (1993) defined IMC as concept of marketing communication planning that combine and evaluate strategic role of different communication discipline to get the clarity, consistency and greater impact. According to Percy, Rossitor and Elliott (2001) planning and execution of all marketing communications are required in a same way to meet the objective. IMC is the process of producing and applying the different communication programs with the customers and probability to happen in future over time, overall IMC process starts with the customer and work back to determine and define the methods and forms to develop the influential communications programs (Schultz, 1993). It is the process of strategic business which is used to plan, develop, execute and evaluate the coordinated and assessable influential marketing communication programs relevant to external and internal audience over time (researchandmarkets.com). Raman and Naik (2005) defined the IMC in following words, 'An IMC program plans and executes various marketing activities with consistency so that its total impact exceeds the sum of each activity'. It is a strategy in which different communication tools like advertising, public relations, sales promotion, direct marketing and personnel sellin论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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