基于整合营销传播战略的企业组织重构模式研究被引量：9

A Study on the Model of Organization Restructuring based on Integrated Marketing Communications Strategy

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摘要从战略取向和传播对象两个维度探讨了整合营销传播战略的应用层次及其对企业组织模式重构的影响,从组织结构和流程优化、组织文化营造、市场感知能力的培育等视角,研究了基于整合营销传播战略的企业组织重构模式。 This paper studies the Integrated Marketing Communications implementation quadrant and its influence on the restructuring model of the organization from the dimension of strategic orientation and communication targets. Based on optimizations of organizational structure and processes, the construction of organizational culture, the cultivation of the organizational market sensitivity, this article discusses the restructuring model of the organization based on IMC strategy.

作者申光龙曲飞宇商锐

机构地区南开大学国际商学院

出处《管理科学》 CSSCI 2004年第5期2-9,共8页 Journal of Management Science

基金教育部人文社科规划资助项目(01JA630012)

关键词整合营销传播营销传播管理者组织重构组织感知能力零基预算 Integrated marketing communications(IMC) Marcom manager Organizational restructuring Sensitivity of the organization Zero based budgeting

分类号 F273 [经济管理—企业管理]

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参考文献13

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