摘要
随着经济全球化,整合营销传播(Integrated Marketing Communications,IMC)得到越来越广泛的应用。通过对百事(中国)投资有限公司在中国市场整合营销传播成功运作案例分析,研究整合营销传播理论和方法在企业品牌树立中的作用,并对案例经验加以总结,得出企业运用整合营销传播的有益启示。
With the development of economic globalization Integrated Marketing Communication has had a more and more application. By analyzing the case of Pepsi Cola Investment Co. Ltd in China Integrated Marketing Communication, this paper studies the application of Integrated Marketing Communication theory and methods to foster the enterprise brand, sums up the experience of case, and draws the enlightenment to enterprise using Integrated Marketing Communication.
出处
《山西广播电视大学学报》
2010年第6期70-72,共3页
Journal of Shanxi Radio & TV University
关键词
整合营销传播
百事可乐
广告传播
公共关系
跨媒体营销
网络营销
Integrated Marketing Communication
Pepsi Cola
advertising propagation
public relations
cross media marketing
net marketing
