The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
Shin, Kwang-Yong.
The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model [electronic resource] / by Kwang-Yong Shin. - XII, 148 p. 30 illus. online resource. - SpringerBriefs in Business, 2191-5482 . - SpringerBriefs in Business, .
Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager.
The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
9783642380914
10.1007/978-3-642-38091-4 doi
Business.
Management science.
Marketing.
Business and Management.
Marketing.
Business and Management, general.
HF5410-5417.5
658.8
The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model [electronic resource] / by Kwang-Yong Shin. - XII, 148 p. 30 illus. online resource. - SpringerBriefs in Business, 2191-5482 . - SpringerBriefs in Business, .
Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager.
The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
9783642380914
10.1007/978-3-642-38091-4 doi
Business.
Management science.
Marketing.
Business and Management.
Marketing.
Business and Management, general.
HF5410-5417.5
658.8