Formulating Strategic Marketing Programs制定战略营销计划.pptVIP

GLOBAL MARKETING Integrated Marketing Communications Integrated Marketing Communications (IMC) Effective marketing requires an integrated communications plan--relying not just on one form of communication, but bringing together a number of different modes in a consistent and complementary way. Standardization vs. adaptation (localization) Communication Vehicles Contrast communication options along two dimensions: Broadcast vs. interactive (1-way message vs. 2-way message) Mass vs. addressable/customized Characteristics of Communication Options Position of Major Communication Vehicles Role of