The executor of integrated marketing communications strategy : Marcom manager's working model / / Kwang-Yong Shin
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| Autore: |
Sin Kwang-yong
|
| Titolo: |
The executor of integrated marketing communications strategy : Marcom manager's working model / / Kwang-Yong Shin
|
| Pubblicazione: | New York, : Springer, 2013 |
| Edizione: | 1st ed. 2013. |
| Descrizione fisica: | 1 online resource (150 p.) |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing - Communication systems |
| Communication models | |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references. |
| Nota di contenuto: | Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | The executor of integrated marketing communications strategy |
| ISBN: | 3-642-38091-3 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910741143303321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
SpringerBriefs in Business, . 2191-5482