Screen LibraryThe executor of integrated marketing communications strategy : marcom manager's working model
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 differe...
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| Published: |
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| Literature type: | Electronic eBook |
| Language: | English |
| Series: |
SpringerBriefs in business,
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| Subjects: | |
| Online Access: |
http://dx.doi.org/10.1007/978-3-642-38091-4 |
| Summary: |
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. |
| Carrier Form: | 1 online resource (xii, 148 p.) : ill. |
| Bibliography: | Includes bibliographical references. |
| ISBN: |
9783642380914 (electronic bk.) 3642380913 (electronic bk.) |
| Index Number: | HF5415 |
| CLC: | F713.56 |
| Contents: |
Introduction. Theory of IMC Strategy -- The Object of IMC: Stakeholders -- The Executor of IMC: The Marcom Manager -- IMC Organization. Researches on IMC Organization -- IMC Implementation. The Function of Marcom Manager: Integrating Scope -- The Function of Marcom Manager: Communication Scope -- Marcom Manager Working Model. |