02472nam 2200565Ia 450 991074114330332120251116165605.03-642-38091-310.1007/978-3-642-38091-4(CKB)2560000000104472(EBL)1317279(SSID)ssj0000928801(PQKBManifestationID)11455357(PQKBTitleCode)TC0000928801(PQKBWorkID)10910181(PQKB)11783360(DE-He213)978-3-642-38091-4(MiAaPQ)EBC1317279(PPN)170491803(EXLCZ)99256000000010447220130417d2013 uy 0engur|n|---|||||txtccrThe executor of integrated marketing communications strategy Marcom manager's working model /Kwang-Yong Shin1st ed. 2013.New York Springer20131 online resource (150 p.)Springer briefs in businessDescription based upon print version of record.3-642-38090-5 Includes bibliographical references.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.SpringerBriefs in Business,2191-5482MarketingCommunication systemsCommunication modelsMarketingCommunication systems.Communication models.658.8Sin Kwang-yŏng1755642MiAaPQMiAaPQMiAaPQBOOK9910741143303321The executor of integrated marketing communications strategy4192518UNINA