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The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model [electronic resource] / by Kwang-Yong Shin.

By: Shin, Kwang-Yong [author.].
Contributor(s): SpringerLink (Online service).
Material type: materialTypeLabelBookSeries: SpringerBriefs in Business: Publisher: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013Description: XII, 148 p. 30 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783642380914.Subject(s): Economics | Marketing | Economics/Management Science | Marketing | Business/Management Science, generalDDC classification: 658.8 Online resources: Click here to access online
Contents:
Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager.
In: Springer eBooksSummary: 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.
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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.

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