整合营销传播目标的演进与发展趋势
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摘要
IMC目标先后经历塑造统一品牌形象、建设品牌关系、提升品牌资产的演进过程,因而从战术层面、质性思辨、企业价值独创和主客二元,日渐推向了战略层面、财务量化、价值分享与主体间性。随着信息社会的深化,传播乃共创的特征日益凸显,与利益相关者共创价值将成为未来的IMC目标。
引文
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[5]Schultz D E.Integrated Marketing Communications:Maybe Definition is in the Point of View[J].Marketing News,1993,27(02):17.
[6][美]汤姆·邓肯桑德拉·莫里亚蒂品牌至尊:利用整合营销创造终极价值[M].廖宜怡,译,北京:华夏出版社,1999.
[7]Duncan T,Caywood C.The Concept,Process,and Evolution of Integrated Marketing Communi-cations[M]∥in Thorson E and Moore J(eds).Integrated Communication:Synergy of Persuasive Voices.Mahwah:Lawrence Erlbaum Associates,1996:18.
[8]Duncan T,Moriarty S.Driving Brand Value:Using Integrated Marketing to Manage Profitable Stakeholder Relationships[M].New York:McGrawHill,1997:4-15.
[9]Schultz D E,Schultz H.Transitioning Marketing Communication into the Twenty-first Century[J].Journal of Marketing Communications,1998,4(01):9-26.
[10]Schultz D E,Schultz H.IMC,the Next Generation:Five Steps for Delivering Value and Measuring Returns Using Marketing Communication[M].New York:McGraw-Hill,2004:299-348.
[11]Ewing M T.Integrated Marketing Communications Measurement and Evaluation[J].Journal of Marketing Communications,2009,15(02):103-117.
[12]Schultz D E.Re-thinking the Value of the Brand in an Interactive Marketplace[J].Italian Research Review on Business Communication,2010,(02):137-l64.
[13]Schultz D E.From Research to Insights[J].Marketing Insights,2013,25(01):16-17.
[14]Schultz D E.From Persuasion to Shared Value Creation[J]. Marketing News,2016,50(02):12-14.
[15]Schultz D E,Malthouse E C.Interactivity,Marketing Communication,and Emerging Markets:A Way Forward[J].Journal of Current Issues&Research in Advertising,2017,38(01):17-30.
[16]黄静.市场营销学[M].武汉:武汉大学出版社,2018.
[17][韩]申光龙.整合营销传播战略管理[M].北京:清华大学出版社,2013.
[2]卫军英.关系创造价值:整合营销传播理论向度[M].北京:中国传媒大学出版社,2006.
[3]Webster F E.Marketing Communication:Modern Promotional Strategy[M].New York:Ronald Press Company,1971:639-668.
[4]Shimp T A,DeLozier M W.Promotion Management and Marketing Communications[M].Chicago:The Dryden Press,1986:569-582.
[5]Schultz D E.Integrated Marketing Communications:Maybe Definition is in the Point of View[J].Marketing News,1993,27(02):17.
[6][美]汤姆·邓肯桑德拉·莫里亚蒂品牌至尊:利用整合营销创造终极价值[M].廖宜怡,译,北京:华夏出版社,1999.
[7]Duncan T,Caywood C.The Concept,Process,and Evolution of Integrated Marketing Communi-cations[M]∥in Thorson E and Moore J(eds).Integrated Communication:Synergy of Persuasive Voices.Mahwah:Lawrence Erlbaum Associates,1996:18.
[8]Duncan T,Moriarty S.Driving Brand Value:Using Integrated Marketing to Manage Profitable Stakeholder Relationships[M].New York:McGrawHill,1997:4-15.
[9]Schultz D E,Schultz H.Transitioning Marketing Communication into the Twenty-first Century[J].Journal of Marketing Communications,1998,4(01):9-26.
[10]Schultz D E,Schultz H.IMC,the Next Generation:Five Steps for Delivering Value and Measuring Returns Using Marketing Communication[M].New York:McGraw-Hill,2004:299-348.
[11]Ewing M T.Integrated Marketing Communications Measurement and Evaluation[J].Journal of Marketing Communications,2009,15(02):103-117.
[12]Schultz D E.Re-thinking the Value of the Brand in an Interactive Marketplace[J].Italian Research Review on Business Communication,2010,(02):137-l64.
[13]Schultz D E.From Research to Insights[J].Marketing Insights,2013,25(01):16-17.
[14]Schultz D E.From Persuasion to Shared Value Creation[J]. Marketing News,2016,50(02):12-14.
[15]Schultz D E,Malthouse E C.Interactivity,Marketing Communication,and Emerging Markets:A Way Forward[J].Journal of Current Issues&Research in Advertising,2017,38(01):17-30.
[16]黄静.市场营销学[M].武汉:武汉大学出版社,2018.
[17][韩]申光龙.整合营销传播战略管理[M].北京:清华大学出版社,2013.