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前不久,陈金义、厉玲等一大批浙江企业界的大腕在浙江省图书馆当了一回小学生,台上当老师的是几位国际级的营销大师,唐·舒尔茨教授是其中最具影响力的一位,他创立的整合营销传播学已成了全球数千万营销人才的教科书。舒尔茨系美国西北大学整合营销传播教授、全美促销营销协会总监、美国《直效营销期刊》主编,整合营销传播理论与技术研究的先驱。其代表学说是5R 理论。第一个 R 是“关联”,指企业需要怎样的产品和服务,而不是企业能生产或者提供什么样的产品和服务;第
Not long ago, Chen Jinyi, Li Ling and a large number of Zhejiang business community’s biggest names in the Zhejiang Provincial Library as a primary school students, the stage is a teacher of several world-class marketing guru, Professor Don Schultz is one of the most influential One of his strengths, he founded the integrated marketing communications has become the world’s tens of millions of marketing textbooks. Schultz is a professor of integrated marketing communications at Northwestern University, director of the National Association of Marketing and Sales, chief editor of the Direct Marketing Journal in the United States, and a pioneer in the theory and technology of marketing communications. Its representative theory is 5R theory. The first R is “related”, referring to what kind of products and services the enterprise needs, not what kind of products and services the enterprise can produce or provide;