TY  - BOOK
AU  - Shin,Kwang-Yong
ED  - SpringerLink (Online service)
TI  - The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
T2  - SpringerBriefs in Business,
SN  - 9783642380914
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2013///
CY  - Berlin, Heidelberg
PB  - Springer Berlin Heidelberg, Imprint: Springer
KW  - Business
KW  - Management science
KW  - Marketing
KW  - Business and Management
KW  - Business and Management, general
N1  - Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager
N2  - 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
UR  - http://dx.doi.org/10.1007/978-3-642-38091-4
ER  -