市场营销外文翻译--整合营销传播、市场定位与品牌定位的关系（节选）

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1、1700 单词， 1 万英文字符， 3100 汉字 出处： Mike Reid, Sandra Luxton, Felix Mavondo. THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATIONJ. Journal of Advertising, 2005, 34(4):pgs. 11-23. THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION , MARKET ORIENTA

2、TION AND BRAND ORIENTATION. Mike Reid, Sandra Luxton, and Felix Mavondo . Marketing communication plays an important role in building and maintaining stakeholder relationships, and in leveraging these relationships in terms of brand and channel equity (Dawar 2004; Duncan and Moriarty 1998; Lannon an

3、d Cooper 1983; Srivastava, Fahey, and Shervani 2000;White 1999). As Dawar states: “Advertising and promotions of brands drive traffic and sales volume; marketing efforts and outcomes are measured and managed at the brand level; and brands are central to a firms responses to shortterm competitive mov

4、es. In effect, brands have become the focal point of many a companys marketing efforts and are seen as a source of market power, competitive leverage and higher returns” (2004, p. 31).In response to concerns about the impact of hostile marketing environments on brand equity and increased management

5、expectations related to marketing performance and accountability, many organizations are considering how to improve the management and integration of their marketing communication programs using integrated marketing communication(IMC). Nevertheless, various authors support the contention that there

6、is ambiguity surrounding the definition of IMC, with no consistent or mutually agreed upon meaning, and with many areas in need of clarification (Baker and Mitchell 2000; Beard 1996; Cornelissen 2001; Duncan and Mulhern 2004; Kitchen and Schultz 1999; Low 2000;Phelps 1996). This ambiguity is likely to have an impact on the development of measures to operationalize and assess IMC in organizations. Indeed, Pickton and Hartley (1998, p. 450).The authors gratefully acknowledge the positive