从传播学角度看营销（On marketing from the perspective of communication）.docVIP

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从传播学角度看营销（On marketing from the perspective of communication）.doc

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从传播学角度看营销（On marketing from the perspective of communication）

从传播学角度看营销（On marketing from the perspective of communication） Introduction to marketing communication Among the enterprises I serve, there are some large enterprises, and some small and medium-sized enterprises. These enterprises, without exception, have the phenomenon of marketing failure or marketing has not achieved the desired results. Because marketing is my job, but also because I have seriously studied communication. I believe I know at least part of the reason for the failure of marketing - that is, the communication is not smooth! In my service enterprises, the phenomenon of information dissemination is widespread. Bosses rely on experience, personal wisdom to do things, rarely listen to the views of employees within the enterprise, but also do not attach importance to external information from enterprises. In this way, their decisions are arbitrary. This phenomenon exists not only in domestic enterprises, but also in some foreign 4A advertising companies and local companies. In the enterprise, decision makers (boss, brand manager) often understand marketing, but they do not understand the communication and dissemination of information in the enterprise name everywhere, from product packaging design, customer service, to provide services to consumers. I believe there should be a new kind of marketing now. It spread marketing reconstruction view of science, which in addition to concern what marketing tactics, also pay attention to rely on marketing by making the information, and these information how to get accurate decision; in other words, it is concerned with how to use effective communication, to reduce the risk of marketing decision. This new marketing, I call it marketing communication. I. marketing and communication Many years ago I used to study marketing, the marketing is very simple 4P; now the new marketing concept from 4P 6P emerge in an endless stream, as for the service, and adjusted to 7P, from the business center to the consumer center, and t