目 录
第一部分 何为基于价值的整合营销传播
第1章 整合营销传播：从传播战术到盈利战略 ································3
脱离4P的转向·················································································4 营销花费的平行转移·······································································6 对整合营销传播的需求···································································7 整合营销传播的驱动力···································································9 技术········································································································9 品牌建设·······························································································10 全球化 ··································································································11 新的挑战 ·······················································································12 总结与预览 ···················································································13 参考书目 ·······················································································15
第2章 整合营销传播发展概况·····················································17
整合营销传播的最佳实践标杆 ······················································18
整合营销传播发展的四阶段 ··························································18 第一阶段：战术性传播工作的协调 ·······················································21 第二阶段：对营销传播工作范围的重新界定·········································22 第三阶段：信息技术应用······································································25
第四阶段：财务和战略整合··································································27 下一步计划 ···························································································30
广告代理商所扮演的角色：一个全球化的视角 ·····························31 研究方法和参与对象·············································································31 广告代理商之间的互动 ·········································································32 代理商对整合营销传播的认知·······························································32 整合营销传播的发展障碍······································································35
充分利用顾客信息：关于数据运用的研究 ····································35 顾客数据来源························································································37 数据收集、管理和整合 ·········································································37 顾客数据运用························································································38
总结与预览 ···················································································39 参考书目 ·······················································································39
第3章 基于价值的整合营销传播的指导原则 ·································43
整合营销传播实例：Intel Inside ···················································44
整合整个系统，而非个体或者组成部分 ········································49
整合营销传播的八大指导原则 ······················································49 指导原则一：成为一个以顾客为中心的企业·········································50 指导原则二：使用由外至内的规划方式················································53 指导原则三：聚焦于全面的顾客体验····················································54 指导原则四：将消费者目标和公司目标协同起来··································56 指导原则五：确立顾客行为目标···························································59 指导原则六：视顾客为资产··································································60 指导原则七：精简职能性活动·······························································62 指导原则八：将所有的营销传播活动聚合起来······································64
激励问题 ·······················································································65
整合营销传播流程：五个步骤 ······················································66 第一步：明确现有顾客和潜在顾客 ·······················································67 第二步：评估现有顾客和潜在顾客的价值·············································68 第三步：策划传播讯息和激励计划 ·······················································70 第四步：评估顾客投资回报··································································70
目 录 XIII
第五步：事后分析和未来规划·······························································71 总结与预览 ···················································································71 参考书目 ·······················································································72
第二部分 第一步：明确现有顾客和潜在顾客
第4章 根据顾客行为来明确现有顾客和潜在顾客···························75
将个体聚合成不同的行为群体 ······················································75 找到营销者进行整合营销传播计划时所需要的数据 ······················79 充分理解现有顾客和潜在顾客 ······················································82 在整合营销传播情境下理解数据库 ···············································85 数据审计·······························································································86 数据库的种类························································································88 顾客数据的组合和分享 ·································································90 形成顾客洞察 ···············································································92 总结与预览 ···················································································93 参考书目 ·······················································································93
第三部分 第二步：评估现有顾客和潜在顾客的价值
第5章 如何确定顾客和顾客群的财务价值·····································97
确定财务价值 ···············································································98 将顾客视为资产，将传播视为投资 ···············································98 建立一个评估现有顾客和潜在顾客之价值的方法论 ····················101 顾客品牌价值评估···············································································104 顾客品牌价值评估的实际案例：打印器材营销商································105 创造顾客和市场价值···································································110 了解整合营销传播的5个R ···························································114 三个关键问题 ·············································································117 总结与预览·················································································118 参考书目·····················································································118
第6章 整合与互惠之间的关系···················································121
营销者和消费者之间建立互惠关系的需求 ··································122 亚里士多德的正义观···········································································122 亚当斯的社会交换观···········································································123 互惠理论和客户关系···········································································125
互惠模式的实际运用 ···································································127 互动市场上的互惠模式 ·······························································129 总结与预览 ·················································································136 参考书目 ·····················································································136
第四部分 第三步：生成并传播讯息与激励计划
第7章 通过品牌接触和品牌网络进行营销传播规划······················141
品牌接触 ·····················································································141 对品牌接触进行分析···········································································142 开展品牌接触审计···············································································144 了解顾客希望品牌以何种方式、在什么时候与之接触·························150 确定品牌接触的相关力和开放力·························································151 传播流的逆转······················································································155 充分认知企业内部的品牌接触·····························································157
品牌网络 ·····················································································159 心智中的品牌网络是如何运行的·························································159 品牌网络是如何创造相关性的·····························································161 品牌接触和品牌网络如何相互关联 ·····················································163
总结与预览 ·················································································163 参考书目 ·····················································································164
第8章 策划营销传播内容··························································165
界定顾客洞察 ·············································································165 获得并测试顾客洞察···········································································166 将组织能力和顾客洞察匹配起来·························································169
制定讯息和激励计划的策略 ························································170
目 录 XV
策略制定：一种新的方法论································································172 不同以往的思维方式···········································································173 策略制定：一个案例···········································································176 制定讯息和激励计划 ···································································185 总结与预览 ·················································································186 参考书目 ·····················································································186
第五部分 第四步：评估顾客投资回报
第9章 整合营销传播的评估 ······················································191
营销传播评估为什么总是如此艰难 ·············································192 评估营销传播回报的传统手段 ····················································195 互动性的出现 ·············································································198 形成闭环·····························································································199 建立新模型 ·························································································200 用于评估整合营销传播的关键性财务概念 ··································201 现金流和股东价值···············································································202 企业有限资源的投资和回报································································204 企业的时间框架··················································································204 净现值 ································································································205 品牌作为企业的资产和投资································································206 边际收入/增量回报 ·············································································206
总结与预览 ·················································································206 参考书目 ·····················································································207
第10章 估算顾客投资的短期回报··············································209
对旨在进行业务拓展的营销传播投资的边际分析 ························209
如何评估旨在进行业务拓展的营销传播活动的回报 ····················212 增量收入评估法的原理 ·······································································213
增量收入评估法的实际运用案例·························································219 顾客投资回报的高低问题 ····························································230 一家进行顾客投资回报分析的企业：美国国家银行 ····················231
在进行营销传播投入之前：美国国家银行的信用卡产品组合··············231 整合营销传播的故事线 ·······································································235 如何计算顾客投资回报 ·······································································236 合适的营销传播投入力度····································································244 总结与预览 ·················································································249 参考书目 ·····················································································249
第11章 估算顾客投资的长期回报··············································251
衡量长期回报的重要性 ·······························································251 衡量长期回报所面临的挑战 ························································255 当今财会制度中的固有难题································································255 传播活动滞后效应所引发的难题·························································257 预测品牌忠诚度所引发的难题·····························································258 评估品牌长期的资产价值所引发的难题··············································259 趋向最终解决方案：一个衡量长期回报的模型 ···························260 顾客终生价值······················································································260 如何计算顾客终生价值：一个案例 ·····················································262 如何对顾客终生价值进行比较·····························································265 总结与预览 ·················································································267 参考书目 ·····················································································267
第六部分 第五步：事后分析和未来规划
第12章 事后分析·····································································271
整合营销传播如何形成闭环 ························································271 实际回报的衡量 ··········································································272 3C分析：关于品牌长期价值的一个全新的整合模型 ···················274 认识3C分析方法的好处·······································································278 将传统的平均衡量指标与3C衡量指标进行比较···································278 通过3C分析方法来跟踪顾客迁移情况·················································281 采用3C分析方法继续向前发展····························································283 回到第一步 ·················································································283
目 录 XVII
总结与预览 ·················································································284 参考书目 ·····················································································285
第七部分 创造品牌未来价值
第13章 在整合营销传播活动与品牌资产和股东价值之间建立关联·····································································289 品牌资产和整合营销传播规划 ····················································289
品牌定义 ·····················································································290 品牌作为法律资产···············································································291 品牌作为建立关系的资产····································································291 品牌作为财务资产···············································································292
品牌资产的现有定义 ···································································294
整合营销传播的品牌资产定义 ····················································295 品牌存在·····························································································296 品牌识别和形象··················································································297 品牌承诺·····························································································297 质量认知·····························································································298 将所有要素整合起来···········································································298
品牌是如何为企业创造价值的？ ·················································299 理解无形资产······················································································299 将品牌视为重要的价值驱动力·····························································302
品牌如何为企业和股东创造价值 ·················································304 总结与预览 ·················································································307 参考书目 ·····················································································308
第14章 品牌资产的评估方法·····················································309
用顾客态度来评估品牌资产 ························································309 BrandDynamics(品牌动力模型) ···························································311 The Conversion Model(品牌转换模型) ················································312 EquiTrend( 品牌资产趋势模型) ····························································315 Brand Asset Valuator( 品牌资产评估者模型) ········································316 基于态度的品牌资产评估方法的固有缺陷···········································318
品牌资产的财务评估方法 ····························································319 历史成本法 ·························································································319 替换成本法 ·························································································320 市值法 ································································································320 权益金节省法······················································································321 经济适用法 ·························································································323
经济适用法的作用原理：Brand Finance模型 ······························323 品牌细分和业务预测···········································································325 品牌驱动因素和BVA 指数····································································326 风险因素和品牌Beta因素分析·····························································326 品牌价值评估产出：未来收益折现法··················································328
品牌价值评估到底意味着什么 ····················································331 总结与预览 ·················································································332 参考书目 ·····················································································333
第15章 为实现整合而进行组织变革···········································335
阻碍整合的组织问题 ···································································335 问题一：从眼睛向内转向眼睛向外 ·····················································336 问题二：从纵向沟通系统转向横向沟通系统·······································341 问题三：从低效奖惩制度转向高效奖惩制度·······································343 问题四：从关注短期顾客和组织价值转向关注长期顾客和组织价值···345
便于企业整合的组织结构设计 ····················································346
如何和外部传播公司合作 ····························································349 以客户为中心的整合结构····································································350 联邦式的整合结构···············································································350 由牵头代理商负责的整合结构·····························································350
全球性的整合结构···············································································351 总结与预览 ·················································································352 参考书目 ·····················································································352
第16章 整合营销传播的未来方向··············································355
整合营销传播进程中的障碍 ························································355
目 录 XIX
回顾整合过程中的必要条件 ························································357 始于高层·····························································································357 以顾客为中心······················································································358 建立可持续的竞争优势 ·······································································359 对传播进行集中化管理 ·······································································359
整合营销传播未来面临的七大挑战 ·············································360 挑战之一：协调内外部营销和传播策略··············································361 挑战之二：转向从行为角度来衡量营销传播结果································362 挑战之三：扭转营销传播流程的方向··················································363 挑战之四：在营销中让品牌挂帅·························································364 挑战之五：拥有全球化的视野·····························································365 挑战之六：建立前瞻性的预测、衡量和评估系统································366 挑战之七：建立新的组织结构和考核方法···········································366
未来寄语 ·····················································································367
