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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/83152
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/83152


    Title: 從訊息整合面向探討整合性廣告之整合傳播效果
    Authors: 廖明瑜
    Liao, Ming-Yu
    Contributors: 洪順慶
    廖明瑜
    Liao, Ming-Yu
    Keywords: 整合行銷傳播
    整合性廣告
    整合傳播
    整合溝通
    Date: 2000
    Issue Date: 2016-03-31 13:26:24 (UTC+8)
    Abstract: 近年來整合行銷傳播的概念在學術界和實務界皆蔚為風潮。廣告業者和公關業者紛紛改變、或整合其原有的組織和資源運用方式,提供企業整合行銷傳播服務。但企業界對整合行銷傳播的效用一直抱持懷疑的態度;本研究期望透過對整合行銷傳播的研討,一方面深入了解整合行銷傳播的概念和執行重點;一方面提供給實務界在執行整合行銷傳播時的參考價值。
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    Description: 碩士
    國立政治大學
    企業管理學系
    87355016
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002002001
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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