2018-3-9 广告与整合品牌营销Ⅱ The World of Advertising and Integrated brand Prootion(2) 主讲人:沈涵博士 复旦大学旅游学系 Role of Advertising in the Marketing Mix 广告在营销组合中的角色 Marketing. Process of planning and executing the conception, pricing, promotion, and distribution of ideas goods and services 营销:对创意、商品和服务的概念、定价、促销和渠道等方面的计划和执行的过程 Creates exchanges that satisfy individual and organizational objectives 实现个人和组织目标的一种交互的创建2018-3-9 1 1 The World of Advertising and Integrated Brand Promotion （2） 广告与整合品牌营销 II 主讲人：沈涵 博士 复旦大学旅游学系 Role of Advertising in the MarketingMix 广告在营销组合中的角色 • Marketing: Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services • 营销：对创意、商品和服务的概念、定价、促销和渠道等方面的计划和执行的过程 • Creates exchanges that satisfy individual and organizational objectives • 实现个人和组织目标的一种交互的创建 2