| 整合营销中的组织制度构建 |
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| 引用本文： | 吴友富,吴炎燕.整合营销中的组织制度构建[J].复旦学报(社会科学版),2012(4):135-140. |
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| 作者姓名： | 吴友富 吴炎燕 |
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| 作者单位： | 1. 上海外国语大学,上海,200083
2. 中信华东(集团)有限公司 综合管理部,上海,200135 |
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| 摘 要： | 在现代企业整合营销的过程中,应创造能更有效实施整合营销的混合型组织结构。整合营销的制度构建是整合营销取得成功的关键,文章就整合营销制度构建的原理、原则、方法等做了具体分析。企业只有把"以消费者为导向"的整合营销目标真正落到实处,才能具有综合竞争力。
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| 关 键 词： | 整合营销 组织制度 制度构建 |
The Construction of an Organizational System for Integrated Marketing |
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| WU You-fu
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WU Yan-yan.The Construction of an Organizational System for Integrated Marketing[J].Fudan Journal(Social Sciences Edition),2012(4):135-140. |
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| Authors: | WU You-fu WU Yan-yan |
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| Institution: | 1.Shanghai International Studies University,Shanghai 200083; 2.General Management Department,Citic East China(Group) Corp.,Ltd.Shanghai 200135,China) |
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| Abstract: | This paper explores the importance and the possibilities of modern enterprises adopting hybrid organizations in implementing integrated marketing.It also analyzes the pivotal role that system construction has played in the success of integrated marketing and probes into the theory,the principles,the ways of implementation,and the considerations of the system construction of integrated marketing. |
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| Keywords: | integrated marketing organizational system system construction |
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