LEADER 02470nam 2200565Ia 450 001 9910741143303321 005 20200520144314.0 010 $a3-642-38091-3 024 7 $a10.1007/978-3-642-38091-4 035 $a(CKB)2560000000104472 035 $a(EBL)1317279 035 $a(SSID)ssj0000928801 035 $a(PQKBManifestationID)11455357 035 $a(PQKBTitleCode)TC0000928801 035 $a(PQKBWorkID)10910181 035 $a(PQKB)11783360 035 $a(DE-He213)978-3-642-38091-4 035 $a(MiAaPQ)EBC1317279 035 $a(PPN)170491803 035 $a(EXLCZ)992560000000104472 100 $a20130417d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe executor of integrated marketing communications strategy $eMarcom manager's working model /$fKwang-Yong Shin 205 $a1st ed. 2013. 210 $aNew York $cSpringer$d2013 215 $a1 online resource (150 p.) 225 0 $aSpringer briefs in business 300 $aDescription based upon print version of record. 311 $a3-642-38090-5 320 $aIncludes bibliographical references. 327 $aIntroduction -- Organization -- Implementation -- Marcom Manager?s Work: Communication Category -- The Working Model of Marcom Manager. 330 $aThe book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company?s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented. 410 0$aSpringerBriefs in Business,$x2191-5482 606 $aMarketing$xCommunication systems 606 $aCommunication models 615 0$aMarketing$xCommunication systems. 615 0$aCommunication models. 676 $a658.8 700 $aSin$b Kwang-yong$01755642 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910741143303321 996 $aThe executor of integrated marketing communications strategy$94192518 997 $aUNINA