The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）

The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）

碩士 === 世新大學 === 傳播管理學系 === 92 === This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) th...

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Main Authors: YU HUI MEI, 俞惠玫
Other Authors: 蘇建州
Format: Others
Language:zh-TW
Published: 2004
Online Access:http://ndltd.ncl.edu.tw/handle/38110263931668265885
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spelling ndltd-TW-092SHU000010182016-06-15T04:17:27Z http://ndltd.ncl.edu.tw/handle/38110263931668265885 The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS） 整合行銷傳播在推廣策略上之應用：以東森得易購為例 YU HUI MEI 俞惠玫 碩士 世新大學 傳播管理學系 92 This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) the collection/selection of communicative tools; 5) the evaluation of synergy. It analyzes how IMC actually functions in TV shopping through the various promotion strategies utilized by the TV shopping industry. 蘇建州 2004 學位論文 ; thesis 109 zh-TW
collection NDLTD
language zh-TW
format Others
sources NDLTD
description 碩士 === 世新大學 === 傳播管理學系 === 92 === This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) the collection/selection of communicative tools; 5) the evaluation of synergy. It analyzes how IMC actually functions in TV shopping through the various promotion strategies utilized by the TV shopping industry.
author2 蘇建州
author_facet 蘇建州
YU HUI MEI
俞惠玫
author YU HUI MEI
俞惠玫
spellingShingle YU HUI MEI
俞惠玫
The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
author_sort YU HUI MEI
title The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
title_short The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
title_full The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
title_fullStr The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
title_full_unstemmed The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）
title_sort application of integrated marketing communication in promoting strategies : the case of eastern home shopping company（ehs）
publishDate 2004
url http://ndltd.ncl.edu.tw/handle/38110263931668265885
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