品牌资产的战略选择——整合营销传播

Strategic choice of brand property:integration marketing spread

整合营销传播是对传统营销传播的继承和发展,有着极其深刻的内涵;整合营销传播和传统营销既有区别又有联系,是辩证的关系;整合营销传播对中国市场有重要意义,中国本土市场应重新审视整合营销传播的理论及实践,构建具有中国特色的整合营销传播理论。

The integration marketing spread is the inheritance and development for traditional marketing spread, has profound connotation; relation between integration marketing spread and traditional marketing spread is not only different, but also correlative, is dialectical;integration marketing spread has important significance for Chinese market, Chinese market should consider newly the theory and practice of integration marketing spread, construct integration marketing spread theory with Chinese characteristics.