| 品牌资产的战略选择——整合营销传播 |
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| 引用本文： | 姜莹,晋贵堂,李轶楠. 品牌资产的战略选择——整合营销传播[J]. 沈阳工程学院学报(社会科学版), 2007, 3(1): 53-55 |
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| 作者姓名： | 姜莹 晋贵堂 李轶楠 |
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| 作者单位： | 沈阳师范大学经济与管理学院,沈阳,110034;沈阳师范大学数学与系统科学学院,沈阳,110034 |
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| 基金项目： | 辽宁省教育厅人文社科项目(2004G057) |
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| 摘 要： | 整合营销传播是对传统营销传播的继承和发展,有着极其深刻的内涵;整合营销传播和传统营销既有区别又有联系,是辩证的关系;整合营销传播对中国市场有重要意义,中国本土市场应重新审视整合营销传播的理论及实践,构建具有中国特色的整合营销传播理论。
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| 关 键 词： | 整合营销传播 品牌资产 传统营销 |
| 文章编号： | 23777418 |
| 修稿时间： | 2006-09-11 |
Strategic choice of brand property: integration marketing spread |
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| JIANG Ying, JING Gui- tang. Strategic choice of brand property: integration marketing spread[J]. Journal of Shenyang Institute of Engineering:Social Sciences, 2007, 3(1): 53-55 |
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| Authors: | JIANG Ying JING Gui- tang |
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| Affiliation: | 1. School of Economy and Administration; 2. School of Mathematics and Systematic Sciences,Shenyang Normal University,Shenyang 110034,China |
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| Abstract: | The integration marketing spread is the inheritance and development for traditional marketing spread,has profound connotation;relation between integration marketing spread and traditional marketing spread is not only different,but also correlative,is dialectical;integration marketing spread has important significance for Chinese market,Chinese market should consider newly the theory and practice of integration marketing spread,construct integration marketing spread theory with Chinese characteristics. |
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| Keywords: | integration marketing spread brand property traditional marketing spread |
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