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整合营销沟通:理论回顾及其在我国的应用障碍分析 被引量:3

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摘要 整合营销沟通(IMC)起源于美国,该理论经历了四个历史发展过程。IMC的概念随着时代的变迁而不断变化、演进。IMC自20世纪90年代传入中国,但我国很多企业界人士对IMC的理解存在偏差,IMC在我国的应用遇到一系列障碍,离舒尔茨教授的四阶段目标还有很大的距离。
出处 《生产力研究》 CSSCI 北大核心 2006年第7期245-246,251,共3页 Productivity Research
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参考文献13

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