整合营销传播2009.PDFVIP

Integrated Marketing Communication 整合营销传播 2009 CEIBS Executive Education: Top 20 WorldwideFinancial Times 中欧高层经理培训：《金融时报》全球20强 Integrated Marketing Communication Date/Language/Venue: October 29-31, 2009/ / ShanghaiFee: RMB23,800 Integrated Marketing Communication (IMC) as it was designed, works. But many misconceptions and misinterpretations have seeped in over time that keep the concept from making its full potential contribution. A true IMC programme integrates everything that impacts customer behaviour, and it involves multidimensional, interactive, continuously measured communication that connects the brand or product and the customer, because thats what makes the whole process lift off and stay in orbit. This course is designed by one of the original inventors of the IMC concept to help practitioners not only to thoroughly understand the theory but also to effectively implement IMC programmes. Objective This programme will help advertising and other marketing and marketing communication managers understand the forces impacting marketing and advertising today worldwide, help them to understand their changed roles in this new marketing environment, and help them to develop new approaches to the function which will allow them to contribute consistently to the achievement of company strategic objectives and improved productivity. Who Should Attend Advertising and other marketing communications functional managers, marketing managers, product managers, and other managers responsible for supervising or working with the function, financial managers responsible for setting up advertising budgets and accountability measures, advertising agency account executives,