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

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.

Book details

• Author: Kwang-Yong Shin
• Publisher: Springer
• eText ISBN: 9783642380914
• Print ISBN: 9783642380907
• Format: Reflowable Layout
• Language: en
• Copyright: 2013