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題名：從關係管理的觀點探討整合行銷傳播
書刊名：管理評論
作者：方世榮 引用關係
作者(外文)：Fang, Shyh-rong
出版日期：2001
卷期：20:4
頁次：頁29-64
主題關鍵詞：整合行銷傳播；關係管理；一致性；Integrated marketing communication；IMC；Relationship management；Consistency
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(1) 專書(0) 專書論文(1)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:47
本研究從關係管理的觀點探討整合行銷傳播的運作，包括公司內部因素、與外部公司的夥伴關係及科技應用等因素的影響作用，並以前200大的廣告主作為實證的對象。重要的研究發現包括：關係管理（內、外部關係）確實會影響IMC的運作及IMC的績效。此外，IMC效果是長期的，因此選擇代理商應應重其與本公司企業文化是否相符。再者，企業不應以個別品牌或創意行銷為滿足，而需長期傳播給消費者有關公司一致性的形象與訊息。
From the viewpoint of relationship management, this research tried to figure out the operation of integrated marketing communication (IMC) and the linkage between organizational internal factor; external partnership and technology application. Top 200 advertising accounts are chosen as the sample of the study. Three major findings are concluded from empirical analysis. Relationship management does influence IMC's operation and performance. In addition, the effect of IMC takes long time to practice. Companies thus should consider agent's organizational culture to see whether it is compatible with company's own culture. Moreover, firms should not feel content of its famous brand image or creative marketing acts. They need to keep delivering a consistent image and information to customers.
期刊論文
1.Schultz D. E.(1993)。How to Overcome the Barriers to Integration。Marketing News，7(19)，16-17。  new window
2.Moriarty, S. E.(1994)。PR and IMC: The Benefits of Integration。Public Relations Quarterly，39(3)，38-44。  new window
3.Roberts, Mary Lou(1992)。Expanding the Role of the Direct Marketing Database。Journal of Direct Marketing，6(2)，51-60。  new window
4.Stephens, D. L.、Hill, R. P.、Bergman, K.(1996)。Enhancing the Consumer-Product Relationship: Lessons From the QVC Home Shopping Channel。Journal of Business Research，37(3)，193-200。  new window
5.Schultz, Don E.、Kitchen, Philip J.(1997)。Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study。Journal of Advertising Research，37(5)，7-18。  new window
6.Snyder, R.、Morris, J.(1984)。Organizational Communication and Performance。Journal of Applied Psychology，69(3)，461-465。  new window
7.Gronstedt, A.(1996)。How Agencies Can Support Integrated Communications。Journal of Business Research，37(3)，201-206。  new window
8.蔡美瑛、陳蕙芬(1998)。整合行銷傳播在高科技產業行銷上之應用--以Computer Taipei'96 英代爾 (Intel) 公司參展個案為例。民意研究季刊，204，46-62。  延伸查詢new window
9.Mohr, Jakki J.、Nevin, John R.、Fisher, R. J.(1996)。Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control。Journal of Marketing，60(3)，103-115。  new window
10.朱詣璋(20000100)。IMC時代的媒體策略。動腦，285，40-42。  延伸查詢new window
11.Ducan, T. R.(1993)。To fathom integrated marketing, drive。Advertising Age，64，36-48。  new window
12.Cummings, Thomas G.(1984)。Transorganizational Development。Research in Organizational Behavior，6，367-422。  new window
13.Dahlstrom, Robert、McNeilly, Kevin M.、Speh, Thomas W.(1996)。Buyer Seller Relationships in the Procurement of Logistical Services。Journal of Academy of Marketing Science，24(2)，110-124。  new window
14.Henderson, J. C.、Venkatraman, N.(1993)。Strategic alignment: Leveraging information technology for transforming organizations。IBM Systems Journal，32(1)，4-16。  new window
15.DeLone, William H.、McLean, Ephraim R.(1992)。Information Systems Success: The Quest for the Dependent Variable。Information Systems Research，3(1)，60-95。  new window
16.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
17.Anderson, James C.、Narus, James A.(1990)。A model of distributor firm and manufacturer firm working partnerships。Journal of Marketing，54(1)，42-58。  new window
18.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
19.Mills, Peter K.、Morris, James H.(1986)。Clients as "Partial" Employees of Service Organizations: Role Development in Client Participation。Academy of Management Review，11(4)，726-735。  new window
20.Phelps, J.、Harris, T. E.、Johnson, E.(1996)。Exploring Decision-Making Approaches and Responsibility for Developing Marketing Communication Strategy。Journal of Business Research，37，217-223。  new window
21.Rockart, J.、Short, J.(1989)。IT in the 1990s: Managing Organizational Interdependence。Sloan Management Review，30(2)，7-17。  new window
22.Schneider, G. J.(1998)。Agencies Show That IMC Can Be Good for Bottom Line。Marketing News，May。  new window
23.Schultz, Don E.(1996)。Problem That Practitioners Have With IMC。Marketing News，Nov.。  new window
24.Schultz, Don E.(19970721)。IMC in the Hyper-Competitive Marketplace。Marketing News。  new window
25.Schultz, Don E.(1997)。Organize IMC Program From Outside-In。Marketing News，31。  new window
26.Schultz, Don E.(1998)。New Century Needs New Marcom Methods。Marketing News，Feb.，12-13。  new window
27.Stewart, D. W.(1996)。Market-Back Approach to the Design of Integrated Communications Programs: A Change Paradigm and a Focus on Determinants of Success。Journal of Business Research，37，147-153。  new window
28.Stone, M.、Woodcock, N.(1995)。Relationship Marketing, London: Kogan Page。Marketing News，30，10-14。  new window
29.Tortorici, A. J.(1991)。Maximizing Marketing Communication Through Horizontal and Vertical Orchestration。Public Relation Quarterly，36，20-23。  new window
30.Wood, M. B.(1997)。Clear IMC Goals Build Strong Relationships。Marketing News，June，11-15。  new window
31.Yarbrough, John F.(1996)。Implementing IMC with Ease。Sales and Marketing Management，148，68-77。  new window
32.動腦雜誌編輯部(1998)。廣告主會換廣告代理嗎？。動腦，261，51-54。  延伸查詢new window
33.動腦雜誌編輯部(2000)。99年臺灣綜合廣告代理排行榜。動腦，287，27-28。  延伸查詢new window
34.劉月紅(1993)。廣告代理商主導整合行銷傳播。動腦，24，118-119。  延伸查詢new window
35.Dilenschneider, Robert L.(1991)。Marketing Communications in the Post-Advertising Era。Public Relations Review，17，227-236。  new window
36.Editorial(1995)。Turf Wars Obstruct True IMC。Advertising Age's Business Marketing，80，8-9。  new window
37.Freeman, L.(1998)。Communication Key to Marketing Success-Best of the Best Effectively Talk to Inside and Outside Audiences。Advertising Age's Business Marketing，83，6-7。  new window
38.Girard, Deirdre(2000)。Increase Response Rates with Your Current Data。Target Marketing，23。  new window
39.Gonring, M. P.(1994)。Putting Integrated Marketing Communications to Work Today。Public Relation Quarterly，39，45-48。  new window
40.Hancock, Wayland(1997)。Data Warehouses Now within Agents' Reach。American Agent & Broker，69，16-20。  new window
41.Hutton, J. G.(1997)。Raise Level of Discussion or IMC Will Be Sunk。Marketing News，31(11)，8-9。  new window
42.Kreps, Daniel J.(1990)。Behind the Bamboo Curtain: New Rules Reveal Woes of Japanese Banks。Barron's National Business and Financial Weekly，70，16-18。  new window
43.Macleod, C.(1998)。Integration: A Creative Mix。Marketing，May。  new window
44.Massey, A.(1994)。An Anatomy of Integration。Marketing，Aug.，21-24。  new window
45.McLaughlin, J. P.(1997)。Why is IMC Taking So Long? Blame It on the Clients。Marketing News，Sep.，27-30。  new window
學位論文
1.黃筱娟(1999)。整合行銷傳播組織調適方式之研究：以實施高層級整合行銷傳播之企業為例(碩士論文)。輔仁大學，台北。  延伸查詢new window
2.余逸玫(1995)。整合性行銷傳播規劃模式之研究：以消費性產品為例(碩士論文)。國立政治大學。  延伸查詢new window
3.邱怡佳(1998)。整合行銷傳播實施之初探性研究--以國內信用卡產品為例(碩士論文)。輔仁大學。  延伸查詢new window
4.許彥輝(1998)。廣告主與廣告公司認知差距與其影響廣告主關係品質之研究，0。  延伸查詢new window
5.林宇良(2000)。整合行銷傳播之研究－以關係管理方法探討之，0。  延伸查詢new window
圖書
1.Shimp, T. A.(1997)。Advertising, promotion, and supplemental aspects of integrated marketing communications。Chicago：The Dyden Press。  new window
2.Pelton, L. E.、Strutton, D.、Lumpkin, J. R.(1997)。Channels-A Relationship Management Approach。N.Y.：McGraw-Hill Press。  new window
3.Thorson, Esther、Moore, Jeri、吳宜蓁、李素卿(1999)。整合行銷傳播。臺北：五南。  延伸查詢new window
4.Shaw, R.、Stone, M.(1990)。Database Marketing。Aldershot：Grower Publishing Company Limited。  new window
5.Hughes, Arthur M.(1994)。Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program。Probus Publishing Company。  new window
6.Schein, E. H.(1991)。Organizational culture and leadership。San Francisco, CA：Jossey-Bass。  new window
7.Williamson, Oliver E.(1985)。The Economic Institutions of Capitalism: Firms Markets, Relational Contracting。Macmillan, Ltd：Free Press。  new window
8.Daniels, T. D.、Spiker, B. K.(1994)。Perspectives on organizational communication。Perspectives on organizational communication。Madison, WI。  new window
9.Petrison, L. A.、Wang, Paul(1996)。Integrated Marketing Communications: Examining planning and Executional Considerations。Integrated in Communication: Synergy of Persuasive Voices。Mahwah, NJ。  new window
10.Prensky, D.、McCarty, J.、Lucas, J.(1996)。Integrated Marketing Communication: An Organizational Perspective。Integrated in Communication: Synergy of Persuasive Voices。Mahwah, NJ。  new window
11.Turban, E. F.、McLean, E.、Wetherbe, J.(1999)。Information Technology for Management。Information Technology for Management。沒有紀錄。  new window
12.Walker, Orville C., Jr.(1971)。The Effects of Learning on Bargaining Behavior。Combined Proceeding。沒有紀錄。  new window
13.Schultz, D. E.、吳怡國、錢大慧、林建宏(1997)。整合行銷傳播：21 世紀企業決勝關鍵。臺北：滾石文化。  延伸查詢new window
14.Eisenberg, Eric M.、Goodhall, H. L., Jr.(1993)。Organization Communication: Balancing Creativity and Constraint。Organization Communication: Balancing Creativity and Constraint。沒有紀錄。  new window
圖書論文
1.Duncan, T.、Caywood, C.(1996)。The Concept, Process, & Evolution of Integrated Marketing Communication。Integrated Communication: Synergy of Persuasive Voices。Mahwah, N.J.：Lawrence Erlbaum Associates。  new window
 
 
 
 
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