| 从IMC到整合营销的分析及发展逻辑 |
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| 引用本文： | 彭忠华. 从IMC到整合营销的分析及发展逻辑[J]. 商业研究, 2005, 0(24): 44-47 |
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| 作者姓名： | 彭忠华 |
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| 作者单位： | 宁波大学,商学院,浙江,宁波,315211 |
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| 摘 要： | IMC是20世纪90年代营销界的一个重要内容。从IMC发展到整合营销理论是营销理论发展的合理逻辑。整合营销理论是以4C、5R等为分析的基础,顾客导向和竞争导向的平衡为其发展的战略逻辑。各利害关系人的互惠最大化是整合营销理论进一步发展的关键。
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| 关 键 词： | IMC 整合营销理论 5R 战略逻辑 利害关系人 |
| 文章编号： | 1001-148X(2005)24-0044-04 |
| 收稿时间： | 2004-10-07 |
| 修稿时间： | 2004-10-07 |
Strategical Logic: From IMC to Integrated Marketing Theory |
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| PENG Zhong-hua. Strategical Logic: From IMC to Integrated Marketing Theory[J]. Commercial Research, 2005, 0(24): 44-47 |
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| Authors: | PENG Zhong-hua |
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| Affiliation: | Business School, Ningbo University, Ningbo, Zhejiang 315211, China |
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| Abstract: | Integrated Marketing Communication is an important development in marketing circles in the 1990s. The logic from Integrated Marketing Communieation.to Integrated Marketing theory is reasonable. The theory of 4C and 5R based on Integrated Marketing theory, is a strategical logic of Integrated Marketing theory balancing between customer orientation and competition orientation. In this theory it is vital to achieve benefit maximization among all key lines. |
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| Keywords: | IMC integrated marketing theory 5R strategical logic key link |
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