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。
This paper explores the importance and the possibilities of modem enterprises adopting hybrid organizations in implementing integrated marketing. It also analyzes the pivotal role that system construc- tion 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.
出处
《复旦学报（社会科学版）》
CSSCI
北大核心
2012年第4期135-140,共6页
Fudan Journal（Social Sciences）
关键词
整合营销
组织制度
制度构建
integrated marketing
organizational system
system construction
