| 试论市场整合营销 |
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| 引用本文： | 金安. 试论市场整合营销[J]. 宁波大学学报(人文科学版), 2001, 14(2): 111-115 |
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| 作者姓名： | 金安 |
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| 作者单位： | 宁波大学商学院, |
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| 摘 要： | ９０年代以后，传统的营销组合策略已越来越不适合现代市场经济发展的客观要求，面对市场环境的新变化，企业的营销观念要逐渐淡化营销组合策略，突出市场整合营销．整合营销是２１世纪营销的新式武器，文章阐述了整合营销的涵义及实施的基本方法．
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| 关 键 词： | 营销组合(4P) 整合营销(4C) 双向沟通 |
| 文章编号： | 1001-5124(2001)02-0111-05 |
| 修稿时间： | 2000-06-20 |
About Market Combination Selling |
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| JIN An. About Market Combination Selling[J]. Journal of Ningbo University(Liberal Arts Edition), 2001, 14(2): 111-115 |
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| Authors: | JIN An |
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| Abstract: | The traditional assembled selling strategies popular in 1990 s are now out-dated for they cannot be fit for the requirements of the contemporary market economy. In the changed market environment enterprises in their selling concept should stick to 4P and should pay more attention to 4C (market combination selling). This paper discusses the concept of 4C and its key features. |
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| Keywords: | assembled selling(4P) combination selling (4C) intercommunication |
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