从企业市场营销的角度看，广告促销活动不能孤立地发挥作用，而是建立在企业总体营销战略基础上的一个重要组成部分。市场营销与广告的关系是整体与部分的关系，广告作为子系统要服从于营销系统的整体性原则，其运作体现了企业营销总体构思和战略意图，对营销系统有着辅助和推进的作用。本文通过研究越南纺织品行业出口欧洲的现状，找出广告对其产生的作用，并对如何进行广告提出建议。From the perspective of corporate marketing, advertising and promotional activities are not a sole but an integrated and important part established on the base of enterprise's overall marketing strategy. Advertising is a component of the whole corporate marketing activities; thus advertising activities have to conform to general principles of the marketing system; advertising activities reflects ...学位：文学硕士院系专业：新闻传播学院广告学系_传播学学号：3062009115405
