整合营销沟通是否已不再适用.pdfVIP

Is it time to blow away IMC? The case for ICBM. by Bob Lauterborn · IMC was a label Don Schultz, Stan Tannenbaum and I stuck on a process a dozen years ago in a book titled “Integrated Marketing Communications: Pulling It Together and Making It Work” (NTC, 1992). What we thought we were describing was a strategic problem-solving approach, a new way of thinking and working, a banner under