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The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model / by Kwang-Yong Shin
(SpringerBriefs in Business. ISSN:21915490)

Publisher (Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer)
Year 2013
Edition 1st ed. 2013.
Authors *Shin, Kwang-Yong author
SpringerLink (Online service)

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OB00164834 Springer Business and Economics eBooks (電子ブック) 9783642380914

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Material Type E-Book
Media type 機械可読データファイル
Size XII, 148 p. 30 illus : online resource
Notes 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
HTTP:URL=https://doi.org/10.1007/978-3-642-38091-4
Subjects LCSH:Marketing
LCSH:Business
LCSH:Management science
FREE:Marketing
FREE:Business and Management
Classification LCC:HF5410-5417.5
DC23:658.8
ID 8000009531
ISBN 9783642380914

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