| 中美期刊企业公益营销分析 |
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| 引用本文： | 曾元祥.中美期刊企业公益营销分析[J].出版科学,2011,19(5):88-93. |
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| 作者姓名： | 曾元祥 |
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| 作者单位： | 武汉大学信息管理学院,武汉,430072 |
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| 摘 要： | 以中美期刊企业为研究对象,对其公益营销现状进行调查,并对比分析两者异同。通过理论基础、实践基础、公益营销效用和环境基础四个维度构建期刊企业公益营销的可行性分析模型,同时结合相关案例分析论述期刊企业公益营销的项目类型。
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| 关 键 词： | 期刊企业 公益营销 可行性 |
Chinese and American Magazine Enterprises' Cause Marketing |
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| Authors: | Zeng Yuanxiang |
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| Institution: | Zeng Yuanxiang |
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| Abstract: | Taking magazine enterprises as a study object,this paper overviews the status quo of cause marketing both in China and in America,and then compares their similarities and differences.This paper also builds a feasibility model of cause marketing strategy in magazine enterprises from the following four dimensions: the theory basis,the practical basis,the environmental basis and the effectiveness of cause marketing.Then it analyzes and discusses the categories of cause marketing projects in magazine enterprise... |
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| Keywords: | Magazine enterprises Cause marketing Feasibility |
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