整合营销传播--一种系统的视角

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