整合营销_与媒介选择(内部使用).pptVIP

Integrated Marketing Communications (IMC)整合性的行销沟通（传播)的重点 1 跨部门的运作(不是行销部门的专业) 2 针对现有顾客与新顾客 3 除了关注顾客与通路业者外，也必须考虑 员工和其他与企业有关者。因为他们也会 影响企业的成功和失败。这比传统的促销 (promotion) 更为广泛。 4 IMC 的行销信息必须加以协调，以避免导致 顾客与有关者感到混淆不清。 7个层次的整合7 levels of integration 1 Vertical objective integration do the communication objectives fit with the marketing objectives and the overall corporate obejctives? 2 Horizontal/functional integration Do the marketing objectives fit well with the other business functions of manufacturing, operations and HRM? 3 Marketing mix integration Is the marketing mix of product, price and pla