(广告策划)案例-克莱斯勒汽车2010年公关整合推广全案.pptVIP

How brand marketing has evolved 1950 - 2000 Brands built by mass advertising大众广告建立品牌 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.数据营销时期到来，但是未与大众广告整合 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising互联网时代到来，但未与数据库营销/大众广告整合 2001 BMW brings them all together宝马将三者整合 BMW Buyers Not Necessarily Driven by Price BMW customers want:宝马的顾客需要 A realization of the brand promise品牌承诺的实现 Performance, safety, technology, innovation操控性、安全、技术、创新 Recognition赞誉 Service服务 Information信息 Convenience便利 Helpfulness帮助 How BMW Buyers Make Purchase Decis