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(1) (2)
(3)

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E-mail

4P

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PART

Chapter

Chapter

Chapter

CONTENTS

iii

xiv

1.1

1.2

10

1.3

11

1.4

18

24

41

2.1

42

2.2

47

2.3

88

4P 4C4V

96

99

3.1

100

3.2

105

3.3

107

3.4

108

vii

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viii

Improving Learning Transfer in Organizations

Chapter

3.5

110

3.6

117

3.7

121

3.8

123

3.9 ()

124

127

133

4.1

134

4.2

135

4.3

138

4.4

138

4.5

140

4.6

141

4.7

143

4.8

146

4.9

147

4.10

149

151

Chapter

156

157

5.1

158

5.2

159

5.3

163

5.4

170

5.5

174

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Contents

Chapter

Chapter

PART

Chapter

5.6

177

5.7

179

5.8

182

5.9

190

5.10

192

194

197

6.1

198

6.2

200

6.3

201

6.4

203

209

215

7.1

216

7.2

216

7.3

218

7.4

224

7.5

225

7.6

226

7.7

231

235

241

243

8.1

244

8.2

244

ix

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Improving Learning Transfer in Organizations

Chapter

8.3

246

8.4

247

250

253

9.1

254

9.2

254

9.3

259

Chapter

Chapter

10

11

260
262
263

264

285

10.1

286

10.2

287

10.3

287

10.4

289

10.5

291

296

EZ ZAP

297

15

298

EI

299

301

11.1

302

11.2

303

11.3

305

11.4

307

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Contents

Chapter

Chapter

12

13

11.5

309

311

313

12.1

314

12.2

314

12.3 2 3

315

12.4

316

322

335

13.1

336

13.2

336

13.3

337

13.4

338

13.5

340

13.6

342

13.7

344

xi

2008

Chapter

14

346

2009

363

389

14.1

390

391

392

2010

394

403

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xii

Improving Learning Transfer in Organizations

Chapter

15

405

15.1

406

15.2

407

15.3

410

15.4

412

15.5

415

416

417

2008

Chapter

16

418

419

16.1

420

16.2

425

16.3

427

16.4

436

16.5

438

16.6

443

16.7

447

16.8

449

16.9

453

16.10

456

16.11

457

16.12

458

16.13

464

BOT

467

507

523

527

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Part 1

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Chapter

Chapter 1

1.1
1.2
1.3
1.4
3

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Integrated Marketing Communications theory and practical

(IMC)

(Integrated Marketing Communication, IMC)

(Don E. Schultz) (Stanley I.
Tannenbaum) (Robert F. Lauterborn)
1990
(Marketing Communication)

(synergy)
(Integrated Marketing, IM)(Integrated
Communications, IC)

(mass media)
(PR) (SP) (Event) (Package)
(Direct Mareketing)

(advertising) (sales
promotion) (events marketing) (public relations, PR
marketing) (direct marketing) (personal marketing)
(marketing Communication mix)

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Chapter

(promotion mix)

1.1

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Integrated Marketing Communications theory and practical

(Thorson)

(me-too product)

(synergy)

(Don E. Schultz)

( 1.1)

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Chapter

1.1

(American
Association of Advertising Agencies, AAAA 4A) 1989

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Integrated Marketing Communications theory and practical

1.1

()

DM

1.1
1. (Advertising)

2. Sales promotion

3. Public relation

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Chapter

4. Personal selling

5. Direct marketing

6. (Event marketing)

7-Eleven
ING

1980
1990

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10

Integrated Marketing Communications theory and practical

1.2

Schultz (1993)

Duncan Moriarty (1998)
(stakeholders)

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Chapter

11

()

1.3

( 1.2)

1970

(2001)

1.2

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12

Integrated Marketing Communications theory and practical

( 1.3)
21

(2001)

1.3

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Chapter

13

Schultz

(Schultz) (Tannenbaum)
(Lauterborn) (1993) 1.4

( 1.4)

(contact management)

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14

Integrated Marketing Communications theory and practical

Schultz, Tannenbaum and Lauterborn(1993)21

1.4

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Chapter

15

Glen J. Nowak Joseph Phelps

Glen J. NowakPhelps (1994)

( 1.5)

1.5

( )

( )

Nowak and Phelps(1994).

1.5

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16

Integrated Marketing Communications theory and practical

Larry Percy
Larry Percy (1997) ( 1.6)

Larry Percy(2000).

1.6

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Chapter

17

Percy

1.2

1.2

Schultz, Tannenbaum and

Lauterborn

1993

Nowak and Phelps

1994

Larry Percy

1997

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18

Integrated Marketing Communications theory and practical

1.4

(push strategy)
(pull strategy)

( 1.7)
(Push strategies)

1.7

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Chapter

19

(
)

(end consumer)

(Pull strategies)

(package goods)

(Product Life Cycle, PLC)

(Product Life Cycle) (Raymond

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20

Integrated Marketing Communications theory and practical

Vernon)

1.8 (introduction)
(growth) (maturity) (decline)

PLC
1.
2.
3.
4.

(Renement)

(sales)

(New Application)
(Prot)

(New Idea)

1.

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Chapter

21

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22

Integrated Marketing Communications theory and practical

1.3

()

1.3
4P
Product
Price
Place
Promotion

**

* (Skimming Price Strategy)

**

(Penetrating Price Strategy)

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Chapter

23

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24

Integrated Marketing Communications theory and practical

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1
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,

.

, 2012.
1
.
.,
2008.08

.
ISBN 978-957-11-6448-9
ISBN 978-957-11-5229-5 ()
1. 2.
1.2.3.
496
100019343
489.67
97009174

1MCH
1FQZ

275

1063394

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