| 整合营销传播的中国之路 |
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| 引用本文： | 章晓琴.整合营销传播的中国之路[J].乐山师范学院学报,2005,20(3):99-102. |
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| 作者姓名： | 章晓琴 |
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| 作者单位： | 乐山师范学院,中文系,四川,乐山,614000 |
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| 摘 要： | 整合营销传播成为广告界与营销界议论的一个焦点，怎样结合中国本土市场重新审视整合营销传播的理论及实践，建构具有中国特色的整合营销传播理论框架，从而有效地指导本土的整合营销实践，这是业内人士值得思考并应着手解决的问题。
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| 关 键 词： | 整合 营销 传播 |
| 文章编号： | 1009-8666(2005)03-0099-04 |
| 修稿时间： | 2004年12月17 |
The Chinese Way of the International Marketing Communication |
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| ZHANG Xiao-qin.The Chinese Way of the International Marketing Communication[J].Journal of Leshan Teachers College,2005,20(3):99-102. |
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| Authors: | ZHANG Xiao-qin |
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| Abstract: | The international marketing communication has become a focus between the advertising circle and the marketing circle. It is a problem worth thinking and solving for insiders, how to reexamine the theory and practice of the international marketing communications with Chinese local market, build and construct the marketing communication theory frame with Chinese characteristics, thus to effectively guide the local marketing practice. |
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| Keywords: | international marketing communication |
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