互动营销传播（英文版）

1、Don E. SchultzPh. D.Where We AreTransitionWhere We Need To BeRe-emergence ofcompetitionGlobalizationRise of QualityPrice CompetitionCost-CuttingRe-engineeringLogistics/DigitalizationTransition of Information TechnologyInteractiveMarketplaceHistoricalCurrentInteractiveInformationInformationInformatio

2、nRe-emergence ofcompetitionGlobalizationRise of QualityPrice CompetitionCost-CuttingRe-engineeringLogistics/DigitalizationTransition of Information TechnologyInteractiveMarketplaceInformationInformationInformationInformationInformationInformationInformationInformationInformationMarketerConsumerBRAND

3、Value of the Brand to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWCurrent &Potential Value ($)C-BCompatibilitySTRONGRelationshipsMODERATEWEAKMODERATEValue of the Brand to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWCurrent

4、 &Potential Value ($)C-BCompatibilitySTRONGRetention StrategiesMODERATEBusiness-Building StrategiesWEAKLow PriorityMODERATEBrand-Building StrategiesValue of the Brand to the Consumer(Consumer POV)Value of Consumer to the Brand(Brand POV)HIGHLOWHIGHLOWBehavioralDataAttitudinal DataSTRONGRetention

5、 StrategiesMODERATEBusiness-Building StrategiesWEAKLow PriorityMODERATEBrand-Building Strategies C-B Compatibility Attitudinal Commitment to the Brand Customer Satisfaction Brand Share of PreferenceBehavioralCommitment(SOR)ConsumerValue(CBR)InformationInformationInformationConvictionPreferenceKnowledge Attitudes/AwarenessPurchaseBehaviorMediaAdver-tisingMeasurableConsumerBehaviorPresentConsumerDatabaseNewMeasuresUncontrollableBrand MessagesFrom EnvironmentBase Measure$ Income Flows Short- Term(Fiscal