智能营销传播新论
| 书 名： |
智能营销传播新论 |
| 英 文 名： |
The Frontier Research on Intelligent Marketing Communication
|
| 作 者： |
廖秉宜 |
| I S B N： |
978-7-5201-5075-0 |
| 关 键 词： |
网络营销 智能营销 营销传播 中国 |
| 出版日期： |
2019-07-01 |
中文摘要
本书围绕一个总体性问题展开研究，即如何基于智能技术的发展，建立强智能、强智慧的健康可持续的营销传播生态，并从六个维度形成对智能营销传播的整体性研究，即产业篇、方法篇、广告篇、品牌篇、媒体篇、伦理篇。
本书具有以下特色：一是研究视角较为新颖，关注智能营销传播领域研究方法的科学性、适用性和创新性问题，探讨智能技术对智能营销传播细分领域的重构与颠覆及伴生的社会问题及伦理问题；二是开展深度调研，包括问卷调查、内容分析、案例研究等，强调实证研究的科学性；三是实践指导性较强，对智能营销传播产业发展现状与趋势的分析，智能广告传播、智能品牌传播和智能媒体传播等重要议题的研究，以及实践层面亟需解决的价值问题和基本问题即伦理困境和应对策略都进行了学术探索，以期为业界实践提供多层面的学理支撑与路径指导。
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产业篇
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方法篇
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广告篇
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品牌篇
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媒体篇
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伦理篇
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