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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/87412
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/87412


    Title: 整合行銷傳播在媒體行銷上的應用––以台北之音為例
    the application of integrate marketing communications in media marketing
    Authors: 洪淑宜
    Hong, Shu-Yi
    Contributors: 祝鳳岡
    Chu, Fong-Kong
    洪淑宜
    Hong, Shu-Yi
    Keywords: 消費者導向
    媒體行銷
    整合行銷傳播
    Consumer oriented
    Media mar- keting
    Integrae marketing communications
    Date: 1995
    Issue Date: 2016-04-28 14:38:08 (UTC+8)
    Abstract: 本研究深入探討新行銷觀念整合行銷傳播在媒體行銷上的應用情形,希望
    Reference: 一、中文部分:
    中廣(1995 , 10) ,一九九五海峽兩岸廣擂事業交流研討會。
    台北之音(1994) ,台北之音營運企畫書一一經營計劃、業務推廣計劃。
    比爾﹒羅賓森,亞倫﹒麥茲(1995) ,面對廣告時代的來臨廣告人如何
    應變? ,廣告雜誌互動式媒體專刊。
    方蘭生(1996 , 1) ,淺談電台公共關係,廣播月刊, pp.10-14 。
    李田樹譯(1995 , 9) , Regis McKenna 著,即時行銷- - 和顧客對話,世
    界經理文摘一一0期, pp.20-41 。
    李田樹譯(1995 ,6) , B.Joseph PineI1,Don Peppers,Martha Rogers 著,
    你希望永遠留住顧客嗎?,世界經理文摘一0六期, pp.18 -4 1 。
    李田樹譯(1993 , 10) , Adrian J. slywotzky and benson P shapiro 著,新行
    銷一投資導向,世界經理文摘八六期, pp.18-39 。
    李回樹譯(1991 ,3) ,行銷是一切,世界經理文摘五八期, pp.6-36 。
    余逸玫(1995 , 6) ,整合性行銷傳播模式規劃-一以消費性產品為例,政
    大企研, p.2 。
    林安寧(1 995 , 1212) ,台灣天空今年百家爭鳴,中國時報。
    邱莉玲(1 996 , 1 , 15) ,媒體合作生態丕變一一跨媒體連線創造三嬴成趨
    勢,工商時報。
    邱瀅德(1994 , 4) ,既整合、又分工2000 年廣告公司的經營遠景,廣
    重整益, pp.88-95 。
    吳若權(1994 , 12) ,整合行銷在台灣現況化零為整行不行? ,突破雜誌
    一一三期, p.99-102 。
    吳若權(1993 , 6.30) ,直效行銷直攻你心,聯合報趨勢專刊。
    洪瓊娟(1995 , 12) ,一九九五十大廣播現象,廣播月刊, pp.10-11 。
    孟恆瑞(1995 , 9) ,直效行銷在臺灣--一個「新鮮的」觀點,廣告雜誌,
    pp . 82-83 。
    徐璐(1995) ,新廣播電台的經營策略,一九九五傳播管理研討會。
    洪順慶(1995 , 2) ,市場導向的經營管理,世界經理文摘一0二期,
    pp.52-61
    翁啟燦(1993) ,直效行銷的新趨勢,動腦雜誌, pp.51- 53。
    陳書(1996 , 1) ,雀「頻」中選話形象,廣播月刊, pp.12-14 。
    陳鵬允(1996 , 1) , 想聽好節目,請跟我來廣播月刊, pp . 15-17 。
    陳鵬允(1995 , 120)` 親愛的,我把天空變寬廣了,廣擂月刊, pp . 12-15 。
    張正芬(1995 , 12) ,廣播快訊,廣播月刊, pp.100 。
    張敬忠、(1995 , 1) , `95 年消費趨勢調查報告,動腦雜誌, pp.27-28 。
    尉騰較譯(1995 , 7) , Oaniel O. leemon 著,再生工程中的行銷新角色,
    世界經理文摘一0七期, pp.92-103 。
    舒茲教授等著吳怡國、錢大慧、林建宏譯(1 994) ,整合行銷傳播21
    世紀企業決勝關鍵,滾石文化。
    博陽廣告(1994 , 1) ,如何克服統合傳播執行的難點,動腦雜誌,
    pp.22-24 。
    編輯部(1 995 , 5) ,未來行銷的六大方向,世界經理文摘一0五期,
    pp.88-93 。
    編輯部(1995 , 5) ,資料庫行銷大行其道,世界經理文摘 一 0五期,
    pp.7-9 。
    編輯部(1995 ,3) ,「台北之音」野心勃勃用新方式經營節目與廣告,動
    盤盤益, p.129 0
    編緝部(1 994 , 1) ,行銷疆界徹底瓦解一整合行銷催促廣告及媒體業者進
    行變革,廣告雜誌。
    編輯部(1994 , 1) ,整合傳插新時代中的廣告公司,動腦雜誌, pp.25-
    27 。
    編輯部(1994) ,以客為尊的新行銷策略,世界經理文摘, pp.138-142 。
    編輯部(1 993),一對一的行銷藝術,世界經理文摘, pp.109-113 。
    編輯部(1 992 , 5) ,關係行銷(Relationship Marketing) ,世界經理文摘七二
    期, pp.123-143。
    鄭自隆(1995 , 10) ,有線電視系統業者廣告管理制度之規劃研究,民意
    研究季刊一九四期, pp.35-57 。
    劉少康(1 995 , 5) ,資訊高速公路時代與廣告,早堂, pp . 8-11 。
    劉穎壽(1994 , 7) ,資料庫行銷- 顧客資料庫的建立及應用之研究,
    政大企研。
    關尚仁(1995 , 12) ,東rr廣播電台經營策略剖析, 一九九五傳播管理
    研討會, pp . 1-16 。
    蔣隆全(1994 , 1) ,整合傳播新時代,動腦雜誌, pp.20-21 。
    蕭富峰(1 992 , 10.6) ,整體出擊的行銷時代,工商時報21 版。

    英文部分:
    Anthony J. Tortorici( 1991 ,Spring), "Maximizing Marketing
    Communications Through Horizontal and Vertical orchestration",
    Public Relations Quarterly, pp.20-21 .
    Dan Huck & Martin Dunphy(1993,8 . 16), "Adpating IMC to Canada
    requires a custom fit", Marketing News, p.2.
    155
    Daniel Levin( 1994,5), "A potent new tool for selling - Database",
    Bussiness Week, pp.S6-62.
    Don E. Schultz(1995,2.13), "Making mid-decade course corrections",
    Marketing News, p.1 O.
    Don E. Schultz( 1994, 11. 7),"It`s not the parts, it`s the process", Marketing
    News, p. 12.
    Don E. Schultz( 1993,8.16), "Four basic rules lay groundwork for
    integration", Marketing News, p.5.
    Don E. Schultz( 1993,3 .15), "Integration helps you plan communications
    from outside-in", Marketing News, p.12.
    Don E. Schultz( 1993), "The customer and the database are the integrating
    forces", Marketing News, Nov.22, p.14.
    Don Peppers & Marthe Rogers(1994,2), "In One-to-One Marketing
    Customer Interaction Vital", Business Marketing, p.9.
    Don Peppers & Marta Rogers(1993), The One to One Future,
    Currency/Doubleday.
    Fraser P. Seitel( 1993,6), "Communications Cross-Training", United
    States Banker, pp.53 .
    Frederick E. Webster Jr.(1994,4), Market-Driven Management: Using the
    New Marketing Concept to Create a Customer-Oriented Company,
    John Wiley & Sons, Inc.
    George Burnett( 1994, 1 0.1 0 ), "AT&T exec:Customer access goal of
    intergration, Advertising Age, p.s 1. s5 .
    George Gruenwald( 1993,9.13 ), "Inside/outside sourcing integration holds
    the key to future competitive success", Marketing News, p.19.
    Glen J. Nowak and Joseph Phelps(1994), "Conceptualiting the Integrated
    Marketing Communications` Phenomenon: An Examination of its
    Impact on Advertising Practices and its Implications for Advertising
    Research", Journal of Current Issues and Research in Advertising,
    Volume 16, Number 1.
    Henry C. Wagner,David Fleming,W. Glynn Mangold, & Rymond W.
    LaForge( 1994, Winter), "Relationship Marketing in Health care",
    Jouranl of Health Care marketing, pp.42-47.
    Homas R. Duncan and Stephen E. Everett(1993,May/June), "Client
    Perceptions of Integrated Marketing Communications", Journal of
    Advertising Research.
    James Foster(1990,9),"Working Together: how companies are integrating
    their corporate communications", Public Relations Journal, pp.18-19.
    James R. rosenfield( 1995,4), "Integrated, Don`t Dis-integrate", Sales
    and Marketing Management, pp.30-31.
    John Hoper & Quentin Bell & Claris Powell(1994,2.24), "The end of the
    line?", Marketing, pp.22-23.
    Joseph G. Buchman, "Commercial Radio Promotion", Promotion &
    Marketing for Broadcasting & Cable, 1991, pp.139-167 0
    Kerri L. Acheson(1993,8.16), "Integrated Marketing must bring 2
    perspectives together", Marketing News, p.4 & p.7.
    Kevin J. Clancy(1990,FeblMar),"The Coming Revolution in Advertising:
    Ten Developments which will Separate Winners from losers",
    Journal of Advertising Research, pp.47-49.
    Larry Light( I 990,Feb.lMar.),"The Changing Advertising World", Journal
    of Advertising.
    Leo Bogart(1990,FeblMar),"Advertising in 2020:How Perfect a Vision?",
    Journal of Advertising Research, pp.44-46.
    Lisa A. Petrison & Paul Wang( 1993 ,Fall), "From Relationships to
    Relationship Marketing: applying Database Technology to Public
    Relations", Public Relations Review, pp.235-245.
    Lou Wolter(1993,9.13), "superficiality,ambiguity threaten IMC`s
    implementation and future", Marketing News, p.12 & p.21 .
    Michael R. Solomon and Basil G. Englis(1994,JanJFeb), "Observations:the
    Big Picture:Product Complementarity and Integrated
    communications", Journal of Advertising Research, pp.57-63 .
    Nancy Arnott( 1994,8), "Selling is Dying", Sales Marketing Management,
    pp.82-84 .
    Philip Kotler( 1993,9), "Kotler Foresees integrated Future - Databases will
    be cornerstones of a new approach to marketing", Business
    Marketing, pp.35.
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    Rapp & Collins( 1987), "The Essence of the Maximarketing Solution",
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    and Daring, McGraw-Hill.Inc.
    Regis McKenna( 1995), "Real-Time Marketing", Harvard Business
    Review, Harvard college, pp.52.
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    for interactive success", Advertising Age, p.34.
    Scott Hume( 1993,3 .22), "Integrated marketing: Who`s in charge here?",
    Advertising Age, p.3 & p.52.
    Shani,D. & S Chalasani(l992), "Exploiting Nicges Using Relationship
    Marketing", The Journal of Services Marketing, Vo1.6, No.4, pp.43-
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    1992, pp.78-81 0
    Tom Duncan( 1993,3 .8), "Integrated Marketing? It`s Synergy",Advertising
    Age, pp.22.
    Tom Duncan(l993, 11), "To fathom integrated marketing, dive ! ",
    Advertising Age, pp.18.
    Tom Duncan,Clarke Caywood,Doug Newsom(1993), A Report of the Task
    Force on Integrated Communication. Preparing Advertising and
    Public Relations Students for the Communications Industry in the
    21st Century.
    Tom Duncan,Clarke Caywood,Doug Newsom( 1993),"Marketplace
    changes affecting advertising and public relations", Report of the
    Task Force on Integrated Communications, pp.2-12.
    Thomas L. Harris(1993,Summer), "How:MPR Adds Value to Integrated
    Marketing Communications", Public Relations Quarterly, pp.13:"18.
    William D. Novelli(1989-90,winter),"One-Stop Shopping;Some Thoughts
    on Integrated Marketing Communications", Public Relations
    Quarterly.
    Description: 碩士
    國立政治大學
    新聞學系
    82451019
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002002818
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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