政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/86244
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51046281      在线人数 : 988
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/86244


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/86244


    题名: 整合行銷傳播(IMC)在有線電視頻道的應用研究
    作者: 曹偉玲
    贡献者: 劉美琪
    曹偉玲
    关键词: 整合行銷傳播
    INTEGRATED MARKETING COMMUNICATION
    日期: 1998
    上传时间: 2016-04-27 11:14:09 (UTC+8)
    摘要: 摘　要
    參考文獻: 參考文獻
    1. 吳怡國，錢大慧，林建宏譯(1994),Don E. Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn 著，整合行銷傳播，台北市：
    滾石文化。
    2. 李清祥譯(1993)，Robin Fairlie著，DM與資料庫行銷-整合性行銷策
    略指南，台北市：遠流。
    3. 張瑞玲、陳雯麗合譯(1991)， Stan Rapp & Tom Collins著，行銷新十
    論，台北市：時報文化。
    4.樂以媛(1992)，Drayton Bird著，直效行銷術，台北市：聯經。
    5.羅文坤(1996),行銷傳播學，台北市：三民書局，p376-377。
    6.謝晶瑩譯(1995),Don Peppers and Martha Rogers,Ph.D 著，1:1行銷，台北市：時報文化。
    7.洪淑宜(民86)，整合行銷傳播在媒體行銷上的應用-以台北之音為例。政治大學新聞研究所碩士論文。
    8.余逸玫(民84)，整合性行銷傳播規劃模式之研究：以消費性產品為例。政治大學企業管理研究所碩士論文。
    9.欒錦榮(民84)，台灣地區衛星電視頻道商經營策略之研究。政治大學企業管理研究所碩士論文。
    10.楊凌郡(民85)，臺灣衛星電視產業經營特質與頻道業者國際化之研究。臺灣大學國際企業研究所碩士論文。
    11劉孝煦(民85)，頻道業事業策略與行銷作為之研究。文化大學新聞研究所碩士論文。
    12.薛朝龍(民83)，服務業關係行銷策略運用程度研究。中山大學企業管理研究所碩士論文。
    13.Acheson,K.L.(1993),"Integrated marketing Must Bring 2 Perspectives Together", Marketing News(NMW),Vol:27,Aug.16,1993,
    p.4-7.
    14.Assael,H.(1990),Marketing-Principles and Strategy, The Dryden Press.
    15.Boone, L.E.and Kurtz,D.L.(1982), Contemporary Business, 3rd ed.,N.Y.: The Dryden Press,p293.
    16. Brown,G.H.(1952),"Brand Loyalty-fact or fiction?",Advertising Age,Vol:23,June19,1952,p32-35.
    17.Belch,George E.,"Advertising and Promotion:An integrated Marketing Communications Perspcetive" 4th ed.,1998.
    18. Cross,R.(1991),"Profiting From Database Marketing",Direct Marketing, Sep.1991,p24-26.
    19.Duncan,T.(1993),"To fathom integrated marketing, dive!", Advertising Age, Vol:64,Oct,11,1993.
    20.Duncan,T.and Clarke Caywood,1994 "The Concept,Process,and Evolution of Integrated Marketing Communication",Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996.
    21.Engel,J,F., Warshaw,M.R. and Kinnear,T.C.(1983),Promotional Strategy, 5th ed.(Homewood,Illinois: Richard D. Irwin, Inc.),p34.
    22.Goldstein,M.(1993),"Or can Agencies Handle it?", Advertising Age(ADA),Vol:64,Jan.25,1993,p19.
    23.Grunig,J.E.and Hunt T.(1984),Managing Public Relations, N.Y.: Holt,Pinehart and Winston.
    24.Kotler,P.(1991), Marketing Management-Analysis, Planning , Implementation, and Control, New Jersey : Prentice-Hall, Englewood Cliffs.
    25.Liano,T.(1993),"If marketing is warefare, we need new battle plan", Marketing News(NMW),Vol:27,Aug.16,1993,p4,p15.
    26.McCarthy,E.J.(1981),Basic Marketing: A Managerial Approach, 7th ed., Homewood ,Illionis: Richard D.Irwin, Inc.,p 431.
    27.Moss,G.(1993),"Integrated Marketing : A Client task…", Advertising Age(ADA), Vol:64, Jan.25, 1993 ,p 19.
    28.Moriarty E.Sandra(1996),"The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996.
    29. Moriarty E.Sandra and Burnett John(1998),Introduction to Marketing Communication: an Integrated Approach. Prentice-Hall,New Jersey.
    30.Ozimek,J.(1991),"Marketing Guide 20:Database Marketing", Marketing,May,1991,p21-24
    31.Pesmen,S.(1993),"Kotler Foresees Integrated Future-Databases Will Be Cornerstones of a New Approach to Marketing", Business Marketing (IMR), Vol:78,Sep.1993,p85.
    32.Prensky David and McCarty A.John(1996),"Integrated Marketing communication: An Organizational Perspective", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996.
    33.Rothschild,M.L.(1987),Advertising, Toronto, D.C.:Heathand.
    34.Schultz, D.E.(1993),"The customer and data base are the integrating forces", Marketing News, Vol:27,Nov.22,1993,p 14.
    35.Schultz, D.E.(1993),"Integration Helps you plan communications from ouside-in, Marketing News, Vol: 27,Mar.15,1993,p 12.
    36.Schultz, D.E.(1993),"Integrated marketing communications: Maybe definition is in the point view ", Marketing news, Vol:27, Jan.18, 1993,p17.
    37.Schultz,D.E.(1993),"Technology Putting an End to Mass Marketing", Business Marketing(IMR), Vol:78,Iss:6,June 1993, P.56.
    38.Schultz,D.E.(1993),"We simply can`t afford to go back to mass marketing", Marketing News(MNW),Vol:27, Feb.15,1993,p20.
    39.Schultz,D.E.(1994),"Trying to determine ROI for IMC ", Marketing Mews(MNW), Vol:28, Jan.13,1994,p18.
    40.Schultz,D.E.(1996),"The inevitability of integrated communication", Marketing Mews(MNW), Vol:30, Jan.13,1996,p21.
    41.Schultz,D.E.(1996),"IMC has become a global concept",Marketing Mews(MNW), Vol:30, Jan.13,1996,p28.
    42.Schultz,D.E.(1997),"Organize IMC Program from ourside-in",
    Marketing Mews(MNW), Vol:31, Mar.18,1997,p12.
    43.Schultz,D.E.(1998),"New century needs new marcom methods",Marketing Mews(MNW), Vol:31, Jan.13,1998,p22
    44.Shaw,R.and Stone, M.(1990), Database Marketing: Strategy and Implementation, New York : John Wiley & Sons.
    45.Sheldon,K,A.(1993),"Bookmark-integrated Marketing Communication", Communication World(CMW),Vol:10,May 1993, P40.
    46.Terence, A.Shimp ,(1997) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing communication,4th ed., The Dr
    描述: 碩士
    國立政治大學
    廣告學系
    86452014
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002001667
    数据类型: thesis
    显示于类别:[廣告學系] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML2354检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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 ©   - 回馈