طراحي مدل اثر بخش ارتباطات يكپارچه بازاريابي

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ﺑﺎزارﻳﺎﺑﻲ ﻳﻜﭙﺎرﭼﻪ ارﺗﺒﺎﻃﺎت ﺑﺨﺶ اﺛﺮ ﻣﺪل ﻃﺮاﺣﻲ روﺳﺘﺎ اﺣﻤﺪ دﻛﺘﺮ آﻗﺎﻳﻲ ﻣﺤﻤﺪ دﻛﺘﺮ ﭼﻜﻴﺪه ﭘﺮوژه ﻣﻄﺎﻟﻌﺎﺗﻲ ﻫﺎي ﻓﺎز ﻧﺘﺎﻳﺞ از اي ﻣﺠﻤﻮﻋﻪ، ﻣﻮﺟﻮد ﻣﻘﺎﻟﻪ» ﻳﻜﭙﺎرﭼﻪ ﺑﺎزارﻳﺎﺑﻲ ارﺗﺒﺎﻃﺎت ﻧﻈﺎم« ﮔﺰارش اﻳﻦ ﺑﻄﻮرﻳﻜﻪ ﺑﺎﺷﺪ ﻣﻲ ﺟﻬ ﺷﺮﻛﺘﻬﺎ ﻓﻌﻠﻲ ﺑﺎزارﻳﺎﺑﻲ ارﺗﺒﺎﻃﺎت ﺑﺮرﺳﻲ و ﻣﻄﺎﻟﻌﻪ ﺷﺎﻣﻞ آﻣﻴﺨﺘﻪ ﻋﻨﺎﺻﺮ ﻣﻮرد در ﻫﺎ واﻗﻌﻴﺖ ﺷﻨﺎﺧﺖ ﺗﺮﻓﻴﻊ آﻧﻬﺎ از اﺳﺘﻔﺎده ﭼﮕﻮﻧﮕﻲ و ﻓﺮوش ارﺗﻘﺎء ﻋﻮاﻣﻞ، ﺣﻀﻮري ﻓﺮوش، ﺗﺒﻠﻴﻐﺎت ﺷﺎﻣﻞ) ﺳﺎزﻫﺎ اﻧﮕﻴﺰه( ﻋﻤﻮﻣﻲ رواﺑﻂ ﺑﻪ ﻣﺮﺑﻮط ﻋﻮاﻣﻞ) ﺳﺎزﻫﺎ آوازه( و ﻣﺴﺘﻘﻴﻢ ﺑﺎزارﻳﺎﺑﻲ، ﺑﺎﺷﺪ ﻣﻲ ﻋﻤﻮﻣﻲ رواﺑﻂ ﻛﻪ اﺳﺖ ﻣﺪﻟﻲ اراﺋﻪ ﻣﻘﺎﻟﻪ اﻳﻦ از اﺻﻠﻲ ﻫﺪف و ﻛﻨﺪ ﺗﺮﻛﻴﺐ ﻛﺎرآﻣﺪ و اﺛﺮﺑﺨﺶ ﺻﻮرت ﺑﻪ را ﺗﺮﻓﻴﻊ ﻫﺎي آﻣﻴﺨﺘﻪ ﺘﻮاﻧﺪ درﺗﻔﻜﺮ ﻛﻨﺪ اﻳﺠﺎد را اﺛﺮﮔﺬاري و ،ﺗﺮﻏﻴﺐ رﺳﺎﻧﻲ اﻃﻼع دﻗﺖ و ﺻﺤﺖ ﺗﺎIMC زﻣﺎﻧﻲ ﺑﺎزه ﻃﻲ در ﺧﻮد ﻣﺤﺼﻮﻻت ﺑﺮاي ﺗﻮاﻧﺪ ﻣﻲ ﺷﺮﻛﺖ ﻫﺮ آﻣﻴﺨﺘﻪ دار ﻣﻌﻨﻲ) ﻣﻌﺠﻮن( ﺑﺎﺷﺪ داﺷﺘﻪ ﺧﻮد ﻣﺸﺘﺮي ﺳﻬﻢ ﺑﺎزارو ﺳﻬﻢ اﻓﺰاﻳﺶ ﺑﺮاي اي وﻳﮋه ﻋﻤﺮ ﻣﻨﺤﻨﻲ از ﭘﺮوژه اﻳﻦ در ﺿﻤﻦ در ﻓﺮﺿﻲ ﺷﺮﻛﺖ ﻣﺤﺼﻮﻻتX ﻧﻈﺎم ﻃﺮاﺣﻲ در آل اﻳﺪه و ﻣﻮﺟﻮد وﺿﻌﻴﺖ ﻛﺮدن ﻣﺸﺨﺺ ﺟﻬﺖ ﻛﻠﻴﺪي ﻫﺎي ﺳﺎزه ﻋﻨﻮان ﺑﻪ آﻧﻬﺎ اﺳﺘﺮاﺗﮋي و ﻣﻌﺮوف ﻣﺪﻟﻬﺎي ﺑﺮرﺳﻲ ﺑﺎ ﻣﺤﻘﻖ و اﺳﺖ ﺷﺪه ﮔﺮﻓﺘﻪ ﺑﻬﺮه ﻛﺎرآﻣﺪ ﺑﺎزارﻳﺎﺑﻲ ارﺗﺒﺎﻃﺎتIMC آﻧﻬﺎ ﺷﻨﺎﺳﻲ آﺳﻴﺐ ﺑﺎ ﻫﻤﺮاه ﺑﻜﺎرﮔﻴﺮ و در آن ي ﻋﻤﻠﻲ ﻣﺤﻴﻂ ﺷﺪن اﺟﺮاﻳﻲ ﺣﺎل در ﻛﺸﻮر ﻣﻄﺮح ﺷﺮﻛﺘﻬﺎي از ﻳﻜﻲ در ﻣﺪل اﻳﻦ ﺣﺎﺿﺮ ﺣﺎل در اﺳﺖ ﺷﺪه زﻣﻴﻨﻪ اﻳﻦ در ﻣﺪﻟﻲ ﻃﺮاﺣﻲ ﺑﻪ اﻗﺪام دو روي ﺑﺮ ﺑﺮﻧﺎﻣﻪ اﻳﻦ اﺳﺎس و ﭘﺎﻳﻪ و ﺑﺎﺷﺪ ﻣﻲ ﺗﻬﻴﻪ ﺣﺎل در اﻓﺰاري ﻧﺮم ﺑﺮﻧﺎﻣﻪ ﻳﻚ ﺻﻮرت ﺑﻪ ﺑﺮﻧﺎﻣﻪ اﻳﻦ ﻋﻨﺎﺻﺮ دار ﻣﻌﻨﻲ ﺻﻮرت ﺑﻪ و اﺳﺖ اﺻ ﻋﻨﺼﺮ راﺳﺘﺎي در را ﺑﺮﻧﺎﻣﻪ اﻳﻦ اﻃﻼﻋﺎﺗﻲ ﺧﻮراك ﺗﻮان ﻣﻲ اﺛﺮﺑﺨﺶ ﺑﺎزارﻳﺎﺑﻲ اﻃﻼﻋﺎﺗﻲ ﺳﻴﺴﺘﻢ ﻳﻚ ﺑﺎ و اﺳﺖ ﻳﻜﭙﺎرﭼﮕﻲ و ﺳﻴﻨﺮژي ﻠﻲ ﻣﺤﻴﻂ ﺧﻮاﻫﻨﺪدر ﻣﻲ ﻛﻪ ﺷﺮﻛﺘﻬﺎﻳﻲ ﺟﻬﺖ ﻫﻤﻴﻦ ﺑﻪ ﻧﻤﻮد ﻓﺮاﻫﻢ ﺷﺮﻛﺖ ﺑﺮاي ﻗﻮي وﻳﮋه ﻧﺸﺎن و ﻧﺎم اﻳﺠﺎد ﺟﻬﺖ ﻣﻨﺎﺳﺐ ﺗﺮﻓﻴﻊ آﻣﻴﺨﺘﻪ اﻳﺠﺎد ﺑﻪ ور ﺑﻬﺮه ﺻﻮرت ﺑﻪ ﭘﻮﻳﺎ ﺑﺮﺳﻨﺪ رﻗﺎﺑﺘﻲ ﻣﺰﻳﺖ ﻣﺪل و ﻧﻤﺎﻳﻨﺪ ﺣﺮﻛﺖ ﻳﻜﭙﺎرﭼﮕﻲ ﺳﻤﺖ ﺑﻪ ﻣﺎژوﻟﻲ ﺳﺎزه از اﻳﻨﻜﻪ ﺟﺰ ﻧﺪارﻧﺪ اي ﭼﺎرهIMC ﻛﻨﺪ ﻣﻲ ﻫﻨﺮﻧﻤﺎﻳﻲ ﺗﺒﻠﻴﻐﺎت ﻋﺮﺻﻪ در وﻳﮋه ﺑﻪ ﺑﺎزارﻳﺎﺑﻲ ﻋﻠﻢ در ﻧﻮﻳﻦ روﻳﻜﺮد ﻋﻨﻮان ﺑﻪ.

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  • September 4- 5 2006 / 13 14 1385 www.irmmc.com

    1. Aaker ,Managing Brand Equity :Capitalizing on the Value of Brand Name (New York:Free

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    Marketing Communications Tool. Journal of Advertising Research. p. 17-26. 5. Duncan, T. (2002). IMC Using Advertising & Promotion to Build Brands. New York: McGraw

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    19. Smith, P.R. (1998). Marketing Communications: an integrated approach. (2nd ed.) London: Kogan Page Limited.

    20. Tom Duncan and Sandra Moriarty ,Driving Brand Value:Using Integrated Marketing to Manage Profitable Stakeholder Relationships (New York:McGraw-Hil,1977),p.16.

  • 21. Wells, W., Burnett, J., & Moriarty, S. (2000). Advertising Principles and Practice (5th ed.).Upper Saddle River: Prentice Hall.

    22. Wells, W., Burnett, J., & Moriarty, S. (1992). Advertising Principles and Practice (2nd ed.).Englewood Cliffs: Prentice Hall.

    23. Yin, R.K. (1994). Case study Research. Design and Methods (2nd ed.). Thousand Oaks: Sage Publications, Inc.

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