| 整合营销传播（IMC）的内核：聚焦于消费者 |
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| 引用本文： | 张国军.整合营销传播（IMC）的内核：聚焦于消费者[J].南京财经大学学报,2005(3):73-75. |
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| 作者姓名： | 张国军 |
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| 作者单位： | 南京财经大学营销与物流管理学院,江苏南京210003 |
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| 摘 要： | 整合营销传播旨在影响消费者／潜在消费者的购买行为。整合营销传播要成功地发挥这种影响力，就必须以消费者为中心来策划企业的整合营销传播方案。本文探讨了消费者视角聚焦的整合营销传播方案的企划过程和组织保障。
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| 关 键 词： | 整合营销传播 消费者视角 企业策划 |
| 文章编号： | 1672-6049（2005）03-0073-03 |
| 收稿时间： | 2005-04-19 |
The Cornerstone of Integrated Marketing Communication (IMC):Focus on Consumers |
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| Zhang GuoJun.The Cornerstone of Integrated Marketing Communication (IMC):Focus on Consumers[J].Journal of Nanjing University of Finance and Economics,2005(3):73-75. |
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| Authors: | Zhang GuoJun |
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| Abstract: | the purpose of IMC is to influence the purchase behaviors of consumers. To do this successfully, the IMC program should be planned from the lens of consumers. The planning process and organizational bases of IMC program are discussed also in this paper. |
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| Keywords: | IMC the lens of consumers plan of enterprise |
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