| 整合营销策略在图书营销中的应用性研究——以一家外语图书出版社为例 |
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| 引用本文： | 伊静波.整合营销策略在图书营销中的应用性研究——以一家外语图书出版社为例[J].出版科学,2009,17(3). |
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| 作者姓名： | 伊静波 |
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| 作者单位： | 上海外语教育出版社,上海,200083 |
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| 摘 要： | 出版社图书营销面临很多问题,有宏观环境层面的,也有企业自身管理层面的.其中比较重要的一个问题是企业经营管理如何与读者需求有效地结合起来,多数出版社都做了很多尝试,但效果不是很明显.本文引入整合营销策略理论,以某家外语图书出版社为例,研究如何将出版社营销运作和读者需求有效结合在一起,建立以整合营销中心为核心的营销运作模型.
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| 关 键 词： | 整合营销策略 图书营销 应用型研究 |
Applied Study on Integrated Marketing Strategy in Book Marketing |
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| Authors: | Yi Jingbo |
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| Abstract: | Nowadays, marketing of book facing manychallenges, somecomefrom macro-economicenvironment, some come from publishing house itself. One of the most problems is how to make harmony between marketing management and demand of reader. some presses took some new way to cope with it, however effective is not good. This article will take Integrated Marketing strategy into studying how to interact between marketing operation and reader demands effectively. And will set up an operation model which cored with integrat... |
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| Keywords: | Integrated Marketing strategy Book marketing Applied study |
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