整合营销传播的内涵及优势

Integration of the Contents and Advantages of Marketing Communication

整合营销传播理论是由美国学者舒尔兹等人1992年提出并在20世纪90年代得到营销理论研究者、企业管理者广泛认同的一种营销思想,在当前传播中占有的优势地位。

The theory of integration of marketing communication was proposed by American scholar Shult in 1992 and was comprehensively accepted by marketing theory researchers and enterprise managers, still holds advantageous status in communication field.