整合營銷渠道案例英文版(ppt 51)

1.How brand marketing has evolved
2.BMW Buyers Not Necessarily Driven by Price
3.How BMW Buyers Make Purchase Decisions
4.Two kinds of database marketing people
5.Situation Analysis

How brand marketing has evolved
1950 - 2000 Brands built by mass advertising
1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together

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