非诚勿扰整合营销策略研究+SWOT分析(3)
1.2 Literature Review
1.2.1 About Integrated Marketing Strategies
Integrated marketing strategies are combined with lots of marketing strategies and marketing methods (Banker, & Morey, 1993, p. 81-98). Marketing strategies includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of strategic initial situation of a company and the selection, evaluation and formulation of market-oriented strategies(Rolik, 2013, p. 562-571). Integrated marketing includes all kinds analysis methods, such as SWOT analysis, 4P and so on(Kotler, & Armstrong, 2011). It also includes lots of marketing channels, such as internet marketing, word of mouth marketing and so on. The integrated marketing strategies can help companies realize their weaknesses and strengths to develop better(Vanderstraeten, & Matthyssens, 2012, p. 656-670).