年度整合行銷傳播企畫書實作指引

· 蓋登氏管理顧問有限公司
Ebook
203
Pages

About this ebook

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行銷傳播(marketing communications)真正讓人深感舉足輕重的是它扮演塑造認知的角色,它影響消費者的耳、目及感受;消費者購買產品後,才能開始體驗產品的功能及利益,因此,絕大多數的消費者對產品的認知,是受行銷傳播的方式及訊息決定。

整合行銷傳播(IMC)是針對目標客群傳播一致性的訊息,發揮整合的功效,讓企業的行銷傳播預算達到最大的回收,蓋登氏(GUIDANCE ○R )出版的「年度整合行銷傳播計劃書實作指引」是執行IMC 的第一步。

蓋登氏管理諮詢
總 經 理 黎守明

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