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

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The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
By: Kwang-Yong Shin
Publisher:
Springer
Print ISBN: 9783642380907, 3642380905
eText ISBN: 9783642380914, 3642380913
Copyright year: 2013
Format: EPUB
Available from $ 49.99 USD
SKU 9783642380914
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.