《创意传播管理》读后感10篇(7)

　　From that initial IMC Chinese-view of IMC and Professor Chen’s additional adaptations and developments, he and his then student, now Professor and colleague, Shen Hong developed the concept of “Creative Communication Management”. That’s the text you are now reading. This book, in my view, is the solution to the need to develop an adaptation of the basic IMC concept, and make it practical and possible for use in the rapidly evolving Chinese marketplace.

　　ome background will help in understanding how and in what ways, Chen and Shen have developed this new approach to marketing communication. In 2009, Professor Shen was developing her dissertation for the Ph.D.degree at Peking University. As part of her preparation for writing the required thesis, Shen spent the spring of the next year visiting the Integrated Marketing Communication Department at Northwestern University in the U.S. It was my good fortune that she asked me to be her mentor during her visit.

　　As part of her studies, Shen interviewed a number of U.S. IMC practitioners, met with a number of integrated agencies, spent time with IMC student groups and even guest lectured in the Northwestern graduate IMC program. In short, she totally immersed herself in how we were researching, teaching and advocating IMC at Medill at Northwestern. So, we at Northwestern would like to feel part of our approach to marketing and communication came from Shen’s time with us.

　　The evidence of Shen’s experience with IMC while in the U.S. can be found in much of the thinking which underlies what she and Professor Chen have developed as the new view of marketing communication. It’s an innovative combination of IMC and creative communications, with definite Chinese characteristics. That will become clear when you read the following pages of this Creative Communications Management text.

　　Doctor Shen and I had several discussions about the increasingly important area of consumer-marketer marketplace negotiation in today’s interactive marketplace. That interface, which now occurs between the buyer and the seller in all interactive marketplaces, is a major change in how all forms of marketing communication must exist. Shen took back to China what she learned here. She shared many of the discussions she and I had with Professor Chen. Some of those concepts have found their way into this text. So, while I wrote none of the words that follow in this book, I take pride in the fact that some of the intellectual contributions to the thinking which will be found in the following pages came from my discussions with Doctor Shen.

　　What is most interesting to me is that I believe we have now come full circle with many of our marketing communication concepts. The initial idea for IMC was developed in the U.S. and shared and adopted by our Chinese associates. Today, the idea of Creative Communication Management has been developed by our Chinese friends and is being returned and shared with us in the U.S. The internet, which was developed initially in the U.S., is the backbone of the Creative Communication approach. It provides the platform from which Chen and Shen have constructed the next level of marketing communication thinking. In other words, Chinese scholars, using U.S. technology, have provided us with this new approach to marketing communication development, planning and implementation which I believe can be successful in most markets around the world.

　　Rather than relying on technology to move marketing communication forward, Chen and Shen have used the Internet and the accompanying technologies to create a more basic, humanistic level of marketing communication. They do that by recognizing that the Internet is not a media form in the traditional sense of the word. Instead, the Internet is a unique digital living space. Therefore, Internet users are not traditional “target markets”, the broad generalization of groups the marketer wants to engage, which has been the mainstay of the U.S. approach to marketing communication for more than a half-century. Instead Chen and Shen’s new concept and approach views everyone as living persons, people who interact with the environment, other organizations and other people. And, these living persons interact with and relate to and through all levels of marketing and communication. It is, therefore, in this digital living space of the internet that commercial enterprises must relate to living persons to succeed. Thus, marketers must consider themselves as living service providers….A radical, unique and very useful way of thinking about marketing communication in an increasingly digital world.

　　I am pleased to have been asked to write the preface for this exciting new text developed by two of my very dear friends and colleagues, Chen Gang and Shen Hong. I believe what they have developed is truly the next step in the development of integration and alignment that all commercial organizations must use in dealing with the radical and in some cases, unique marketplaces, in which we find ourselves today. In a living space, all things must be shared for all persons and entities to survive and prosper. This new book shows that way forward. …… 此处隐藏：3183字，全部文档内容请下载后查看。喜欢就下载吧 ……