政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103765
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113325/144300 (79%)
Visitors : 51153557      Online Users : 907
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103765


    Title: 整合行銷傳播－－說的比作的多﹖
    Authors: 劉美琪
    Keywords: 整合行銷傳播
    Date: 1999-01
    Issue Date: 2016-11-10 15:05:33 (UTC+8)
    Abstract: 整合行銷傳播（Integrated Marketing Communication）在九零年代的行銷圈好似一個流行語，在概念滲透之初，行銷主、傳播學界與業界、廣告代理商無不熱衷的討論著。這個由外而內、由下而上、行為導向、直指消費者的新觀點的確讓當時一些飽受經濟不景氣、廣告預算未達預期銷售效果的行銷人員興奮了一段時間。在眾多學術討論之中，又以美國西北大學系統性的發展了有關整合行銷傳播的一套學說而自成一格，儘管各家對「整合」的定義與輪廓仍然有待持續整合，質疑的聲音也此起彼落時有所間，相關的理論發展與實務應用仍然前仆後繼的進行著，其中，西北大學的舒茲教授在各個期刊報章雜誌發佈了近百篇的文章鼓吹IMC，儼然成為擁戴整合的意見領袖。
    Relation: 廣告學研究, 12, 117-119
    Data Type: article
    Appears in Collections:[The Journal of Advertising & Public Relations ] Journal Articles

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML2520View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback