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Title: 高科技消費性耐久財品牌整合行銷傳播及其績效之研究:品牌接觸點管理觀點
Authors: 任文嘉
Contributors: 陳建維
Keywords: 高科技產業
Date: 2008
Issue Date: 2009-09-11 16:12:50 (UTC+8)
Abstract:   本研究主要探討高科技產業中消費性耐久財品牌採行高科技產業最常使用的企業品牌策略與副品牌策略時,在IMC的品牌接觸點管理上做法的異同之處,並探討IMC的品牌接觸點管理對於品牌績效的影響,同時亦探討高科技產業特性與產品特性是否會導致特定的IMC品牌接觸點管理做法。

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