整合营销渠道-宝马案例(英).ppt51
整合营销渠道-宝马案例(英).ppt51内容简介
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising
1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
Recognition
Service
Information
Convenience
Helpfulness
..............................
1950 - 2000 Brands built by mass advertising
1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
Recognition
Service
Information
Convenience
Helpfulness
..............................
用户登陆
整合营销热门资料
整合营销相关下载