On the integrated marketing and supply chain management extension and integration of.docVIP

 PAGE \* MERGEFORMAT 14 On the integrated marketing and supply chain management extension and integration of [Abstract] integrated marketing and supply chain management is today’s most popular marketing and business management theories. However, melamine and other food safety incidents prompt us, they can only be extended to a comprehensive integrated marketing communication integrated marketing, the background extends to the entire supply chain management, supply chain management, cost-effective quality control chain extending the brand to ensure chain, and on this basis, a comprehensive integrated Marketing and the integration of entire supply chain management, so as to enable enterprises to achieve customer satisfaction, have the qualifications to survive after the market has a competitive advantage to win the status of market development. [Keywords:] Integrated Marketing Communications; fully integrated marketing; background supply chain management; entire supply chain management China Dairy Development since 2000, one of the fastest growing industries, emerged Mengniu, Yili and Bright Star and many other businesses and a strong brand, its fast-growing market demand against the backdrop of growing and marketing driven. However, the melamine incident has exposed the Chinese dairy industry marketing on the surface behind the success and market growth of supply-chain management issues. Coincidence that there are similar problems in recent years has repeatedly occurred in the well-known international brands, Heinz and Kentucky Fried Chicken Sudan have taken place one after another incident, has been accused of Nestle milk powder containing hazardous substances. Of food safety incidents more than made right from the practical level, integrated marketing and supply chain management of these two popular marketing and business management theory of deep reflection. 1, Integrated Marketing: From the integrated marketing communication integrated marketing to a