整合营销渠道——宝马案例（英）(PPT 51页)

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

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