“整合营销传播”IMC的定义探析

被引：13

作者：

黄鹂 ^{[1
,2
]}

何西军 ^{[3
,4
]}

机构：

[1] 美国康奈尔大学传播系

[2] 华中科技大学新闻与传播学院

[3] 武汉大学商学院

[4] 中国建设银行计划财务部

来源：

广告大观(理论版) | 2008年 / 06期

关键词：

整合营销传播定义; IMC; 整合营销传播理论建构;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

摘要：

在对整合营销传播的研究中理论建构尚具有很大的空间,而定义研究则是理论建构的核心部分。本文辨析了唐·舒尔茨等学者在不同时期所提出的五个整合营销传播概念,在此基础上提出了自己的整合营销传播定义并进行了详细的阐述。

引用

页码：45 / 49

页数：5

共 7 条

[1]

he Concept,process,and evolution of integrated marketing communications. Duncan,T,Kaywood,C. Journal of Advertising Re-search . 1993

[2]

The Concept,process,and evolution of integrated marketing communications. Duncan,T,Kaywood,C. Journal of Advertising Re-search . 1993

[3]

Towards A New Definition of Integrated Marketing Communications. Jerry Kliatchko. International Journal of Advertising .

[4]

Integrated Marketing Communications in U.S.Advertising Agencies:An Exploratory Study. Schultz Don E,Philip J Kitchen. Journal of Advertising . 1997

[5]

Transitioning marketing communication into the twenty-first century. Schultz,D,Schultz,H. Journal of Marketing Communica-tions . 1998

[6]

Conceptualizing the integrated marketing communications’phenomenon:an examination of its impact on advertising practices and its implications for advertising research. Nowak,G,Phelps,J. Journal of Current Issues and Research in Advertising . 1994

[7]

Integrated Marketing Communications:Putting It together and Making It Works. Schultz,D,Tannenbaum S,Lauterborn,R. . 1996

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