摘要
在越来越激烈的商业竞争和市场推广活动中,越来越多的企业倾向于以整合营销传播作为新的营销传播范式。本文讨论了整合营销传播的理论,阐述了整合营销传播的特征。接下来本文讨论了如何在将奥运元素与企业的整合营销传播战略匹配起来,最后分析了李宁公司在2008北京奥运会中的整合营销传播应用的成功案例,为我国企业今后整合营销之路提供了借鉴和指导。
More and more companies tend to use IMC as the marketing model in the competitive market. The article discusses about IMC and its characteristics. Furthermore it discusses how to match IMC with olympic games elements. The last part is the IMC case of Lining brand in the 2008 Olympic Games. The case can provide the good model for our companies.
出处
《中国广告》
2009年第1期107-111,共5页
China Advertising
