Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model

碩士 === 開南大學 === 專案管理研究所 === 101 === Many companies invest a lot of money to build a database, purchase software support systems or outsource to the marketing companies to handle the IMC (integrated marketing communications) program, will let the IMC program run in smooth way. Customer behavior chang...

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Main Authors: Wei-Chei Chiang, 姜維哲
Other Authors: Meng-Jong Kuan
Format: Others
Language:zh-TW
Published: 2013
Online Access:http://ndltd.ncl.edu.tw/handle/12109047816058634887
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spelling ndltd-TW-101KNU008300072015-10-13T22:12:38Z http://ndltd.ncl.edu.tw/handle/12109047816058634887 Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model 運用混合式MCDM模型探究整合行銷溝通績效評估系統 Wei-Chei Chiang 姜維哲 碩士 開南大學 專案管理研究所 101 Many companies invest a lot of money to build a database, purchase software support systems or outsource to the marketing companies to handle the IMC (integrated marketing communications) program, will let the IMC program run in smooth way. Customer behavior change for the integration of short-term assessment of marketing communications perspective, in the long run, needs to operate the stakeholder relationships has been to develop new markets and sustainable development purposes. This study attempts to explore the literature international integrated marketing communications and to construct the performance assessment evaluation model through Decision Making Trial And Evaluation Laboratory and Integrated expertise with the experts through questionnaires conducted aspiration levels improved. Integrated Marketing Communications is a strategically interactive two-way process, which to realize the benefits of stakeholders, but relies on collaboration between the task force, the ad hoc task-oriented, implementation, management and support of their superiors, through strategic way to communicate with transmission to integrate a consistent message, for customers to create the necessary services and the creation of value-added effects to enhance the synergy of integrated marketing communications. Meng-Jong Kuan Gwo-Hshiung Tzeng 管孟忠 曾國雄 2013 學位論文 ; thesis 74 zh-TW
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language zh-TW
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description 碩士 === 開南大學 === 專案管理研究所 === 101 === Many companies invest a lot of money to build a database, purchase software support systems or outsource to the marketing companies to handle the IMC (integrated marketing communications) program, will let the IMC program run in smooth way. Customer behavior change for the integration of short-term assessment of marketing communications perspective, in the long run, needs to operate the stakeholder relationships has been to develop new markets and sustainable development purposes. This study attempts to explore the literature international integrated marketing communications and to construct the performance assessment evaluation model through Decision Making Trial And Evaluation Laboratory and Integrated expertise with the experts through questionnaires conducted aspiration levels improved. Integrated Marketing Communications is a strategically interactive two-way process, which to realize the benefits of stakeholders, but relies on collaboration between the task force, the ad hoc task-oriented, implementation, management and support of their superiors, through strategic way to communicate with transmission to integrate a consistent message, for customers to create the necessary services and the creation of value-added effects to enhance the synergy of integrated marketing communications.
author2 Meng-Jong Kuan
author_facet Meng-Jong Kuan
Wei-Chei Chiang
姜維哲
author Wei-Chei Chiang
姜維哲
spellingShingle Wei-Chei Chiang
姜維哲
Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
author_sort Wei-Chei Chiang
title Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
title_short Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
title_full Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
title_fullStr Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
title_full_unstemmed Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model
title_sort exploring the performance evaluation system for integrated marketing communication – using hybrid mcdm model
publishDate 2013
url http://ndltd.ncl.edu.tw/handle/12109047816058634887
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