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

Released on by Kwang-Yong Shin
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  • The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model Book Detail

  • Author : Kwang-Yong Shin
  • Release Date : 2013-06-04
  • Publisher : Springer Science & Business Media
  • Genre : Business & Economics
  • Pages : 150
  • ISBN 13 : 3642380913
  • File Size : 19,19 MB
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The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model by Kwang-Yong Shin PDF Summary

Book Description: 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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Integrated Marketing Communications

Integrated Marketing Communications

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This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how differe