Integrated Marketing Communications-Strategic Thinking for Business Marketing Communications

摘要：

　　Marketing communications is an important business activity to help maintain corporate relationship with all stakeholders.Through the analysis of the development process of corporate business marketing communications, this paper discovers existing defects and reveals the inevitability of identifying integrated marketing communications (IMC) as strategic thinking for business marketing communications.Taking into consideration of previously proposed ideas of integration strategy framework, the paper finally points out possible obstacles that might occur in the implementation of integrated marketing communications and corresponding countermeasures for the purpose of providing reference to enterprises.

关键词： marketing communications integrated marketing communications integrated marketing communications strategy

作者: Ji Weibin Zhang Dayi

作者单位: Business School, Sichuan University, Chengdu, P.R.China, 610064

会议类型: 国际会议

会议名称: 2013 International Conference on Strategic Management(2013年战略管理国际会议)

会议地点: 成都

会议语种:英文

页码: 435-443

在线出版日期: 2013-12-15（万方平台首次上网日期，不代表论文的发表时间）