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IMC�쓽 媛쒕뀗�쓣 �씠�빐�븯湲� �쐞�빐�꽌�뒗 癒쇱�� IMC媛� Marketing怨� Advertising �몢 �븰臾� 遺꾩빞�뿉�꽌 �뼱�뼸寃� 諛쒖쟾�릺�뼱 �솕�뒗吏�瑜� 媛꾨왂�븯寃� 寃��넗�빐 蹂� �븘�슂媛� �엳�떎. IMC�뒗 �떆����쓽 �쓲由꾩뿉 �뵲�씪 �깮寃� �궃 媛쒕뀗�쑝濡� 誘멸뎅�쓽 留덉���똿 �븰怨꾩뿉�꽌�뒗 �씠誘� �삤�옒 �쟾遺��꽣 �뿬�윭 �삎�깭濡� �뼵湲됰릺�뼱 �솕湲� �븣臾몄뿉 洹몃떎吏� �깉濡쒖슫 媛쒕뀗��� �븘�땲硫�, �쟾�넻�쟻�쑝濡� 留덉���똿�쓽 湲곕낯 吏��떇�씠 �듉�듉�븯怨� �씠瑜� �옒 �솢�슜�빐 �삩 誘멸뎅�쓽 ����몴�쟻�씤 湲곗뾽�뱾�쓽 �엯�옣�뿉�꽌�뒗 �쁺紐낆씠�씪 遺덈━�슱 �젙�룄�쓽 ����엫留뚰븳 �씠濡좎�� �븘�땲�떎(cf. �넚�쁽�꽍 1994, p.109).
1) 1960�뀈����뿉 �뱾�뼱 諛쒖쟾�븯湲� �떆�옉�븳 留덉���똿�쓽 �븳 �븰�뙆(School)�씤 Managerial School
留덉���똿��� 寃쎌쁺�옄�쓽 �솢�룞�뿉 �룄����씠 �릺�뒗 洹쒕쾾�쟻�씤 留덉���똿(Normative Marketing)�씠 �릺�뼱�빞 �븳�떎怨� 媛뺤“�븯硫댁꽌, 洹� �씪�솚�쑝濡� �냼�쐞 `4P`�씪 遺덈━�뒗 Marketing Mix瑜� �젣�븞 �븯���吏�留� �떆媛꾩씠 �쓲由꾩뿉 �뵲�씪 �떆�옣�쓽 蹂��솕瑜� 諛붾씪蹂대뒗 留덉���똿 �떞�떦�옄�뱾�쓽 �엯�옣�씠 �젣媛곴린 �떎瑜닿쾶 �릺怨� �삉�븳 �떎瑜� 紐⑹쟻�쑝濡� 留덉���똿 湲곕뒫�쓣 �닔�뻾�븯�떎 蹂대땲 `4P`媛꾩뿉 �씪愿� �꽦�쓣 �엪寃� �릺�뼱 �뿬�윭 留덉���똿 �솢�룞�뿉�꽌 �넻�빀怨� 議곗젅�씠 �븘�슂�븯寃� �릺�뿀�떎. �뵲�씪�꽌 鍮좊Ⅴ寃뚮뒗 1970�뀈���遺��꽣, 蹂멸꺽�쟻�쑝濡쒕뒗 1980�뀈��� �씠�썑遺��꽣 Managerial School�쓣 �씠�뼱媛��뒗 �븰�옄 �뱾�씠 `Total Marketing Mix` �삉�뒗 `Integrated Marketing Mix`�씪�뒗 媛쒕뀗�쓣 �룄�엯�븯�뿬 �넻�빀 怨� 議곗젙�쓣 �떆�옉�븯����떎.
EX) �뼱�뼸寃� �븯硫� 湲곗뾽�쓽 媛�寃⑹젙梨낆씠 愿묎퀬�젙梨낃낵 �씪愿��꽦 �엳寃� �닔�뻾�맆 �닔 �엳�쓣源뚮씪�뒗 臾몄젣瑜� �넃怨� 媛�寃⑹뿉 愿��븳 紐⑤뜽�뿉 愿묎퀬�씪�뒗 蹂��닔瑜� 痍⑦븯�뿬 怨좊젮�븯怨좎옄 �븯����쑝硫� �떎瑜� Distribution�샊��� �긽�뭹�쓽 �냽�꽦�씠�씪�뒗 蹂��닔�룄 異붽���븯�뿬 怨좊젮�븯�뒗 ���吏곸엫�씠 �솢諛� �븯寃� 吏꾪뻾�릺�뿀�떎.
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