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行銷企劃.
行銷企劃（Marketing communications）也稱為行銷傳播，簡稱marcom，是指組合性的使用不同的行銷媒介及工具[1]，可以指行銷方式或是從事此領域的人員。行銷沟通渠道（communication channels）是指企業傳播訊息給其目标受众或是一般受众的方式。行銷的沟通工具包括廣告、個人銷售、直銷、贊助、推廣及公共關係等。
行銷企劃的工具稱為营销组合。銷售產品的营销组合是由4個英文由P開頭的字：價格（Price）、推廣（Promotion）、地點（Place）及產品（Product）來組成，銷售服務的营销组合則會由7個P組成，除了價格、推廣、地點及產品外，還包括人（People）、有形展示（Physical evidence）及流程（Process）[2]。
- ^ Tomse, & Snoj, 2014
- ^ Kusumawati, R. D., Oswari, T., Utomo, R. B., & Kumar, V. (2014). The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia. Procedia Engineering, 97, 1765-1771.
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