打造高效一体化营销传播策略.pptVIP

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MARKETINGMANAGEMENT

12thedition Kotler Keller17DesigningandManagingIntegratedMarketingCommunications第1页1

ChapterQuestionsWhatistheroleofmarketingmunications?Howdomarketingmunicationswork?Whatarethemajorstepsindevelopingeffectivemunications?Whatisthemunicationsmixandhowshoulditbeset?Whatisanintegratedmarketingmunicationsprogram?第2页2

MarketingCommunicationsThemeansbywhichfirmsattempttoinform,persuade,andremindconsumers,directlyorindirectly,abouttheproductsandbrandstheysell.第3页3

Table17.1CommunicationPlatformsAdvertisingPrin

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