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A Study Of Contemporary Marketing Method Based On Integrated Marketing Communication

Posted on:2005-12-02Degree:MasterType:Thesis
Country:ChinaCandidate:F L LiFull Text:PDF
GTID:2156360122988429Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Coming into the second half of nineteenth decade of 20 century, the traditional marketing methods appeared many shortcomings, such as homogeneous marketing, high marketing cost descending of profit, IMC have become the most pop word in Chinese management field and IMC was mentioned frequently by the marketing counseling experts, the number of people who know the exact meaning of IMC is limited, and few of them can grasp the method and exact it. Every kind of marketing theories and method has their core essential. This paper begins with the origin and development of marketing, then it makes an analysis of the shortcomings of traditional ways, afterwards it makes a thorough and systemic study of IMC. And on the base of this it discusses modern methods in detail. In the study, this thesis mainly adopts the deductive and contrastive way. It firstly integrates the foreign IMC theories and the investigations of many domestic scholars, and makes the analysis and study combined with the foreign and domestic marketing facts, at last it forms a quite integrated IMC system. Further this paper make an entire and systemic study of green marketing, database marketing, relation marketing and aggregation marketing adopting the theory of IMC via the study of this paper, IMC is not only a pure and bald theory, but also a material and live practice. It is a combination of material and abstract.Through this thesis, many modern marketing methods are analyzed on the base of IMC. The new marketing environment calls for the new marketing thoughts and concepts, and the IMC theory will adapt the new situation. And become the most influential one. IMC set up a capacious platform on which new marketing ideas origin and develop. That platform makes the enterprise allocate resource, and expand market share, descend cost, increase sell, improve their visualization and competition advantage in future.
Keywords/Search Tags:Marketing, Integrated marketing communication, Green marketing, Database marketing, Relation marketing
PDF Full Text Request
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