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整合营销策略研究——以顾客价值为导向

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摘要 在创新成为整个社会的大基调的背景下,营销观念也在不断创新。新营销观念兼顾了消费者长、短期的利益和社会利益,其中代表性的观念包括:绿色营销、关系营销、文化营销、整合营销等。本文研究目光聚集在新观念中的整合营销,探究了它在创造顾客价值、企业及社会效益方面的独特作用,并探究了基于顾客价值的整合营销的内涵、目标及策略。
作者 白淑媛
机构地区 南京财经大学
出处 《现代营销(下)》 2018年第8期63-63,共1页 Marketing Management Review
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