整合营销传播--一种系统的视角
1998-11-01
清华大学出版社
M.Joseph Sirgy
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整合营销传播
一种系统的视角
本书主题为整合营销传播，即通过系统的方式将营销传播与战
略性营销结合起来。
书中回顾和评价了整合营销沟通理论的权威舒尔茨（DonE.
Shultz）等人的理论框架，指出其价值和存在的缺点。在此基础上
作者提出了以系统性为特点的新的整合营销沟通策划和监控模式。
这一模式为营销经理们提供了有关建立与企业和营销目标一致的沟通
目标的指导意见，并指出了建立具体的定量目标，用相关的测量尺度
监控实施情况的方式。本书揭示了企业和营销决策是营销沟通策划和
管理过程的组成部分。
本书在向读者介绍营销沟通知识的同时，试图使他较多地了解
营销沟通的策划和管理过程。通过提供从战略角度策划和管理营销沟
通的概念化工具（方法），帮助负责营销沟通的经理们完善他们的业
务操作方法。
本书适合用作营销专业研究生、本科高年级学生的教材。MBA
的学生也完全可以充分地理解和欣赏本书内含的概念。对于营销传播
的实际工作者，本书是很好的参考读物。
Brief Contents
Preface xv
Acknowledgments xix
PART I: INTRODUCTION
Chapter 1 Integrated Marketing Communications
Chapter 2 Systems Concepts
Chapter 3 A Systems Model for Integrated Marketing
Communications
PART II: STRATEGIES AND TACTICS
Chapter 4 Corporate Strategies and Tactics
Chapter 5 Marketing Strategies and Tactics
Chapter 6 Marketing Communications Strategies and Tactics
PART III: OBJECTIVES, RESOURCES, AND CONTROL
Chapter 7 Objectives and Performance Measures
Chapter 8 Budget
Chapter 9 Monitoring and Control
PART IV: ANALYSIS AND PLANNING
Chapter 10 Analysis and Planning: Selecting a Strategy
Chapter 11 Analysis and Planning: Setting Objectives
Chapter 12 Analysis and Planning: Budgeting for Marketing
Communications
PART V: THE MARKETING COMMUNICATIONS SYSTEM AT LARGE
Chapter 13 Lessons in Integration
GIossary
Credits
Index
Preface xv
Acknowledgments xix
PART 1: INTRODUCTION
CHAPTER 1 Integrated Marketing Communications
Definition of IMC
Characteristics of an IMC Campaign
A Developmental View of IMC
Conditions or Trends That Paved the Way for IMC
Approaches to Planning IMC
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 2 Systems Concepts
Strategies and Tactics
Setting Objectives
Budgeting
Monitoring and Control
Analysis and Planning
System Integration
Summary
Questions for Discussion
Suggested Reading
CHAPTER 3 A Systems Model for Integrated Marketing
Communications
A Systems Model
Strategy -?Objective -> Tactics
Budgeting
Setting Objectives
Monitoring and Control
Analysis and Planning
Marketing Communications Integration
Summary
Questions for Discussion
Notes
Suggested Reading
PART II STRATECIES AND TACTICS
CHAPTER 4 Corporate Strategies and Tactics
Strategies and Tactics at the Corporate Level
The Growth Strategy and Corresponding Tactics
The Maintain Position Strategy and Corresponding Tactics
The Harvest Strategy and Corresponding Tactics
The Innovation Strategy and Corresponding Tactics
The Divestment Strategy and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 5 Marketing Strategies and Tactics
The Differentiation Strategy and Corresponding Tactics
The Cost Leadership Strategy and Corresponding Tactics
Focus-Related Strategies and Corresponding Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
Appendix 5.1: Selecting Important Product Attributes
Appendix 5.2: Selecting Message Claims that are Competitor Oriented
Appendix 5.3: Selecting the Most Effective Relative Price
Appendix 5.4: Measuring Store Image
Appendix 5.5: Selecting an Effective Celebrity Endorser
Appendix 5.6: Selecting the Most Effective Low Price
Appendix 5.7: Selecting Important Customer Benefits
Appendix 5.8: Selecting Important User/Customer Images
Notes
CHAPTER 6 Marketing Communications Strategies and Tactics
Strategies and Tactics Related to Marketing Communications
The Informative (Thinker) Strategy and Tactics
The Affective (Feeler) Strategy and Tactics
The Habit Formation (Doer) Strategy and Tactics
The Self-Satisfaction (Reactor) Marketing Communications Strategy and
Tactics
Summary
Questions for Discussion
Notes
Suggested Reading
PART III OBJECTIVES, RESOURCES, AND CONTROL
CHAPTER 7 Objectives and Performance Measures
Advantages of Stating and Quantifying Objectives
Setting Objectives
Examples of Objectives
Measures of Corporate Objectives
Measures of Marketing Objectives
Measures of Marketing Communications Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 8 Budget
Traditional Budgeting Methods of Marketing Communications
Recommended Budgeting Method
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 9 Monitoring and Control
Failing to Meet Marketing Communications Objectives
Failing to Meet Marketing Objectives
Failing to Meet Corporate Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
PARTIV ANALYSIS AND PLANNINC
CHAPTER 10 Analysis and Planning: Selecting a Strategy
Situation Analysis in Selecting a Corporate Strategy
Situation Analysis in Selecting a Marketing Strategy
Situation Analysis in Selecting a Marketing Communications
Strategy
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 11 Analysis and Planning: Setting Objectives
Using Situation Analysis to Set Corporate Objectives
Using Situation Analysis to Set Marketing Objectives
Using Situation Analysis to Set Marketing Communications
Objectives
Summary
Questions for Discussion
Notes
Suggested Reading
CHAPTER 12 Analysis and Planning: Budgeting for Marketing
Communications
Using Situation Analysis in Budeetine for Marketing
Communications
Organizational Factors
Industry Factors
Product Factors
Customer Factors
Summary
Questions for Discu
Notes
Suggested Reading
PART V THE MARKETINC COMMUNICATIONS SYSTEM AT LARGE
CHAPTER 13 Lessons in Integration
Integrating the Marketing Communications System
Summary
Questions for Discussion
Suggested Reading
Glossary
Credits
Index
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