摘要
IMC目标先后经历塑造统一品牌形象、建设品牌关系、提升品牌资产的演进过程,因而从战术层面、质性思辨、企业价值独创和主客二元,日渐推向了战略层面、财务量化、价值分享与主体间性。随着信息社会的深化,传播乃共创的特征日益凸显,与利益相关者共创价值将成为未来的IMC目标。
引文
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