img Leseprobe Leseprobe

The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model

Kwang-Yong Shin

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Springer Berlin img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

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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Kundenbewertungen

Schlagwörter

Interest Groups, Marketing Communication Planning, Integrated Marketing Communications, Stakeholders, Marcom Manager