The Executor of Integrated Marketing Communications Strategy: Marcom Manager's Working Model
Kwang-Yong Shin - The Executor of Integrated Marketing Communications Strategy: Marcom Manager's Working Model
Published: 2013-06-04 | ISBN: 3642380905 | PDF | 148 pages | 2.11 MB
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.