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

Part I. Introduction

1. Theory of IMC Strategy
Kwang-Yong Shin

2. The Object of IMC: Stakeholders
Kwang-Yong Shin

3. The Executor of IMC: The Marcom Manager
Kwang-Yong Shin

Part II. IMC Organization

4. Researches on IMC Organization
Kwang-Yong Shin

Part III. IMC Implementation

5. The Function of Marcom Manager: Integrating Scope
Kwang-Yong Shin

6. The Function of Marcom Manager: Communication Scope
Kwang-Yong Shin

7. Marcom Manager Working Model
Kwang-Yong Shin

Keywords: Economics/Management Science, Marketing, Business/Management Science, general