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整閤營銷傳播

一種係統的視角

本書主題為整閤營銷傳播，即通過係統的方式將營銷傳播與戰

略性營銷結閤起來。

書中迴顧和評價瞭整閤營銷溝通理論的權威舒爾茨（DonE.

Shultz）等人的理論框架，指齣其價值和存在的缺點。在此基礎上

作者提齣瞭以係統性為特點的新的整閤營銷溝通策劃和監控模式。

這一模式為營銷經理們提供瞭有關建立與企業和營銷目標一緻的溝通

目標的指導意見，並指齣瞭建立具體的定量目標，用相關的測量尺度

監控實施情況的方式。本書揭示瞭企業和營銷決策是營銷溝通策劃和

管理過程的組成部分。

本書在嚮讀者介紹營銷溝通知識的同時，試圖使他較多地瞭解

營銷溝通的策劃和管理過程。通過提供從戰略角度策劃和管理營銷溝

通的概念化工具（方法），幫助負責營銷溝通的經理們完善他們的業

務操作方法。

本書適閤用作營銷專業研究生、本科高年級學生的教材。MBA

的學生也完全可以充分地理解和欣賞本書內含的概念。對於營銷傳播

的實際工作者，本書是很好的參考讀物。

Brief Contents
Preface xv
Acknowledgments xix
PART I: INTRODUCTION
Chapter 1 Integrated Marketing Communications
Chapter 2 Systems Concepts
Chapter 3 A Systems Model for Integrated Marketing
Communications
PART II: STRATEGIES AND TACTICS
Chapter 4 Corporate Strategies and Tactics
Chapter 5 Marketing Strategies and Tactics
Chapter 6 Marketing Communications Strategies and Tactics
PART III: OBJECTIVES, RESOURCES, AND CONTROL
Chapter 7 Objectives and Performance Measures
Chapter 8 Budget
Chapter 9 Monitoring and Control
PART IV: ANALYSIS AND PLANNING
Chapter 10 Analysis and Planning: Selecting a Strategy
Chapter 11 Analysis and Planning: Setting Objectives
Chapter 12 Analysis and Planning: Budgeting for Marketing
Communications
PART V: THE MARKETING COMMUNICATIONS SYSTEM AT LARGE
Chapter 13 Lessons in Integration
GIossary
Credits
Index
Preface xv
Acknowledgments xix
PART 1: INTRODUCTION
CHAPTER 1 Integrated Marketing Communications
Definition of IMC
Characteristics of an IMC Campaign
A Developmental View of IMC
Conditions or Trends That Paved the Way for IMC
Approaches to Planning IMC
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 2 Systems Concepts
Strategies and Tactics
Setting Objectives
Budgeting
Monitoring and Control
Analysis and Planning
System Integration
Summary
Questions for Discussion
Suggested Reading
CHAPTER 3 A Systems Model for Integrated Marketing
Communications
A Systems Model
Strategy -?Objective -> Tactics
Budgeting
Setting Objectives
Monitoring and Control
Analysis and Planning
Marketing Communications Integration
Summary
Questions for Discussion
Notes
Suggested Reading
PART II STRATECIES AND TACTICS
CHAPTER 4 Corporate Strategies and Tactics
Strategies and Tactics at the Corporate Level
The Growth Strategy and Corresponding Tactics
The Maintain Position Strategy and Corresponding Tactics
The Harvest Strategy and Corresponding Tactics
The Innovation Strategy and Corresponding Tactics
The Divestment Strategy and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 5 Marketing Strategies and Tactics
The Differentiation Strategy and Corresponding Tactics
The Cost Leadership Strategy and Corresponding Tactics
Focus-Related Strategies and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
Appendix 5.1: Selecting Important Product Attributes
Appendix 5.2: Selecting Message Claims that are Competitor Oriented
Appendix 5.3: Selecting the Most Effective Relative Price
Appendix 5.4: Measuring Store Image
Appendix 5.5: Selecting an Effective Celebrity Endorser
Appendix 5.6: Selecting the Most Effective Low Price
Appendix 5.7: Selecting Important Customer Benefits
Appendix 5.8: Selecting Important User/Customer Images
Notes
CHAPTER 6 Marketing Communications Strategies and Tactics
Strategies and Tactics Related to Marketing Communications
The Informative (Thinker) Strategy and Tactics
The Affective (Feeler) Strategy and Tactics
The Habit Formation (Doer) Strategy and Tactics
The Self-Satisfaction (Reactor) Marketing Communications Strategy and
Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
PART III OBJECTIVES, RESOURCES, AND CONTROL
CHAPTER 7 Objectives and Performance Measures
Advantages of Stating and Quantifying Objectives
Setting Objectives
Examples of Objectives
Measures of Corporate Objectives
Measures of Marketing Objectives
Measures of Marketing Communications Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 8 Budget
Traditional Budgeting Methods of Marketing Communications
Recommended Budgeting Method
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 9 Monitoring and Control
Failing to Meet Marketing Communications Objectives
Failing to Meet Marketing Objectives
Failing to Meet Corporate Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
PARTIV ANALYSIS AND PLANNINC
CHAPTER 10 Analysis and Planning: Selecting a Strategy
Situation Analysis in Selecting a Corporate Strategy
Situation Analysis in Selecting a Marketing Strategy
Situation Analysis in Selecting a Marketing Communications
Strategy
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 11 Analysis and Planning: Setting Objectives
Using Situation Analysis to Set Corporate Objectives
Using Situation Analysis to Set Marketing Objectives
Using Situation Analysis to Set Marketing Communications
Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 12 Analysis and Planning: Budgeting for Marketing
Communications
Using Situation Analysis in Budeetine for Marketing
Communications
Organizational Factors
Industry Factors
Product Factors
Customer Factors
Summary
Questions for Discu
Notes
Suggested Reading
PART V THE MARKETINC COMMUNICATIONS SYSTEM AT LARGE
CHAPTER 13 Lessons in Integration
Integrating the Marketing Communications System
Summary
Questions for Discussion
Suggested Reading
Glossary
Credits
Index
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