CAJ | 학술논문

在现代企业整合营销的过程中,应创造能更有效实施整合营销的混合型组织结构。整合营销的制度构建是整合营销取得成功的关键,文章就整合营销制度构建的原理、原则、方法等做了具体分析。企业只有把＂以消费者为导向＂的整合营销目标真正落到实处,才能具有综合竞争力。
재현대기업정합영소적과정중,응창조능경유효실시정합영소적혼합형조직결구。정합영소적제도구건시정합영소취득성공적관건,문장취정합영소제도구건적원리、원칙、방법등주료구체분석。기업지유파＂이소비자위도향＂적정합영소목표진정락도실처,재능구유종합경쟁력。
This paper explores the importance and the possibilities of modem enterprises adopting hybrid organizations in implementing integrated marketing. It also analyzes the pivotal role that system construc- tion has played in the success of integrated marketing and probes into the theory, the principles, the ways of implementation, and the considerations of the system construction of integrated marketing.