Shin, Kwang-Yong
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
- Author(s)
- Shin, Kwang-Yong
- Publisher
- Springer
- Publication year
- 2013
- Language
- en
- Edition
- 2013
- Series
- SpringerBriefs in Business
- Page amount
- 12 pages
- Category
- Economy
- Format
- Ebook
- eISBN (PDF)
- 9783642380914