Library of American University of Madaba
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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 .
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
Economics.
Marketing.
Economics/Management Science.
Marketing.
Business/Management Science, 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 .
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
Economics.
Marketing.
Economics/Management Science.
Marketing.
Business/Management Science, general.
HF5410-5417.5
658.8