| 整合营销传播与品牌关系的建立 |
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| 引用本文： | 张岚.整合营销传播与品牌关系的建立[J].时代经贸,2007,5(5X):147-148,150. |
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| 作者姓名： | 张岚 |
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| 作者单位： | 广东商学院管理学院,广东广州 |
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| 摘 要： | 品牌关系的建立对于企业的长远发展至关重要，而整合营销传播是建立品牌关系的重要途径。本文介绍了通过整合营销传播建立品牌关系的策略，阐述了在品牌关系的建立过程中开展整合营销传播应遵循的原则。
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| 关 键 词： | 整合营销传播 品牌关系 利害关系者 |
Integrated marketing communication and the foundation of brand relationship |
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| ZHANG Lan.Integrated marketing communication and the foundation of brand relationship[J].Economic & Trade Update,2007,5(5X):147-148,150. |
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| Authors: | ZHANG Lan |
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| Institution: | Management Department, Guangdong University of Business Studies, Guangzhou Guangdong |
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| Abstract: | The foundation of brand relationship is important for the further development of enterprises, and integrated marketing communication is an important way to set up brand relationship. This article introduces the strategy to set up brand relationship by means of inte- grated marketing communication, and expounds the principle to make integrated marketing communication in the process of setting up brand relationship. |
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