在设计整合传播方案时,最先考虑的因素应该是如何增加企业收益。但是,很不幸,现如今营销人通过B2B和B2C途径进行营销传播活动时,销售功能总是成为活动之后才考虑的因素。其实,很多场合下,营销人都忘记了“人员促销”这一营销传播组合中的重要元素。很少有营销人能有效地把销售战略和一线销售人员的沟通需求很好地放到整个营销活动的计划中。可想而知,此类营销活动的销售效果将非常有限。这里的问题不完全是因为缺少整合营销传播的理念,更多的是因为缺少以 When designing an integrated communications solution, the first consideration should be how to increase corporate earnings. Unfortunately, however, sales functions nowadays are always considered as an activity only nowadays when marketers make marketing communications through the B2B and B2C channels. In fact, on many occasions, marketers have forgotten the important elements in the “marketing of marketers” marketing mix. Few marketers can effectively put their sales strategy and front-line sales staff’s communication needs well into the overall marketing campaign. One can imagine, sales of such marketing activities will be very limited. The problem here is not entirely due to the lack of the concept of integrated marketing communications, more because of the lack of