正如我们从书上获得的解释：IMC,top—down,bottom—up 是三种最常用的营销方式.
AS the explanation we read from book,IBM ,top—down,marketing and bottom—up marketing are the most three common marketing planning models.
它们也代表了三种完全不同的营销概念和组合.
At the same time they represent three completely different concepts and integrations.
IMC是我们最熟知的一种营销方式,它的全称是 Integrated marketing communication.
IBM is the most familiar approach of marketing for us and the full name is integrated marketing communication.
特点是整合各种营销传播手段：广告,公共关系,人员销售,销售推广,形成清晰,一致和最大的传播效果.
Its` character is to integrate various marketing communication approaches,such as advertising,public relation,salesman,to form a communication that is clear,consistent and of the biggest communication effect.
在这三种最常见的营销方式中,IMC的应用最广泛.
IMC is use widely than the others in their three communications.
而top—down,bottom—up如同他的字面含义一样,是两种完全相反的营销方式.
Well top—down marketing and bottom—up marketing as the meaning of their words are two controversical marketing models.
很明显的区别就是思考的逻辑顺序不同.
The different of logic sequence behind them is their conspicuous distinction.
Top—down 是先对整个市场进行分析,然后再制订市场目标和定位,制订市场策略之后,才制订市场战术.
Top—down marketing analyzes market first and then make marketing objective and locating,after mapping out marketing strategy,the last is to formulate marketing tactic.
而bottom—up 首先就制订市场战术,然后根据战术制订相应的市场策略,而且没有涉及到对市场情况的分析和市场目标的制订.
But marketing tactic is the first step in bottom—up marketing model,then make strategy
according to the tactic and there is no analysis for market situation marketing objective.
所以,从这点来看,我个人认为top—down 比 bottom—up 的营销思路更科学.
So from this point ,personally,I think that top—down has a more scientific marketing thinking.
当然,每个营销方式都不是万能的,风险和机遇并存.
Obviously,each way is not universal.Risks and opportunities co-exist.
所以,选择何种营销方式才最有效,是每个企业不得不考虑的问题.
So it is a problem that choosing the most effective way that every corporation has to consider. 正如我们从书上获得的解释：IMC,top—down,bottom—up 是三种最常用的营销方式.
AS the explanation we read from book,IBM ,top—down,marketing and bottom—up marketing are the most three common marketing planning models.
它们也代表了三种完全不同的营销概念和组合.
At the same time they represent three completely different concepts and integrations.
IMC是我们最熟知的一种营销方式,它的全称是 Integrated marketing communication.
IBM is the most familiar approach of marketing for us and the full name is integrated marketing communication.
特点是整合各种营销传播手段：广告,公共关系,人员销售,销售推广,形成清晰,一致和最大的传播效果.
Its` character is to integrate various marketing communication approaches,such as advertising,public relation,salesman,to form a communication that is clear,consistent and of the biggest communication effect.
在这三种最常见的营销方式中,IMC的应用最广泛.
IMC is use widely than the others in their three communications.
而top—down,bottom—up如同他的字面含义一样,是两种完全相反的营销方式.
Well top—down marketing and bottom—up marketing as the meaning of their words are two controversical marketing models.
很明显的区别就是思考的逻辑顺序不同.
The different of logic sequence behind them is their conspicuous distinction.
Top—down 是先对整个市场进行分析,然后再制订市场目标和定位,制订市场策略之后,才制订市场战术.
Top—down marketing analyzes market first and then make marketing objective and locating,after mapping out marketing strategy,the last is to formulate marketing tactic.
而bottom—up 首先就制订市场战术,然后根据战术制订相应的市场策略,而且没有涉及到对市场情况的分析和市场目标的制订.
But marketing tactic is the first step in bottom—up marketing model,then make strategy
according to the tactic and there is no analysis for market situation marketing objective.
所以,从这点来看,我个人认为top—down 比 bottom—up 的营销思路更科学.
So from this point ,personally,I think that top—down has a more scientific marketing thinking.
当然,每个营销方式都不是万能的,风险和机遇并存.
Obviously,each way is not universal.Risks and opportunities co-exist.
所以,选择何种营销方式才最有效,是每个企业不得不考虑的问题.
So it is a problem that choosing the most effective way that every corporation has to consider.