互动营销传播英文版专题课件专题课件.ppt

Dallas, TX
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互动营销传播英文版
A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts
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互动营销传播英文版
Part 1Traditional Marketing and Marketing Communication Are in Trouble - What Are You Doing to Help?
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互动营销传播英文版
Challenges:
Marketing being pushed further and further down in management levels of the firm
Too much marketing considered “soft, squishy, not relevant”
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互动营销传播英文版
Marketing expense increasing - few measures of returns
Too much attention to mass market/mass media in world of one-to-one
Awards, “creativity”, self-adulation
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互动营销传播英文版
Most of All, the Impact and Influence of Electronic Communication and Commerce - Interactivity
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互动营销传播英文版
Changing the Marketing and Communication Focus
From tactical activities to strategic managerial decisions
Driving shareholder value
Measurability and “outcomes”, not just “outputs”
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互动营销传播英文版
Management Alternatives to Increase Shareholder Value
Innovation in products or services
Enhancements in supply chain management
Customer relationship management - expand marketing capability
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互动营销传播英文版
How Can Marketing and Communication Impact Corporate Results?
Increase or accelerate cash flows
Stabilize or reduce volatility of cash flows
Increase shareholder value by building brand equity
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互动营销传播英文版
Most Powerful Tools, Brands and Communication!
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互动营销传播英文版