The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model / by Kwang-Yong Shin.

Por:

Shin, Kwang-Yong [autor]

Colaborador(es):

SpringerLink (Servicio en línea)

Tipo de material: Texto

TextoSeries SpringerBriefs in BusinessEditor: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013Descripción: xii, 148 páginas 30 ilustraciones recurso en líneaTipo de contenido:

texto

Tipo de medio:

computadora

Tipo de portador:

recurso en línea

ISBN:

9783642380914

Formatos físicos adicionales: Edición impresa:: Sin títuloClasificación LoC:

HF5410-5417.5

Recursos en línea:

Conectar a Springer E-Books (Para consulta externa se requiere previa autentificación en Biblioteca Digital UANL)

Contenidos:

Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager.

Resumen: 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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Springer eBooks

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.

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