The 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 different ch...
Autor principal: | |
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Formato: | Libro electrónico |
Idioma: | Inglés |
Publicado: |
New York :
Springer
2013.
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Edición: | 1st ed. 2013. |
Colección: | SpringerBriefs in Business,
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Materias: | |
Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009762733906719 |
Sumario: | 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. |
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Notas: | Description based upon print version of record. |
Descripción Física: | 1 online resource (150 p.) |
Bibliografía: | Includes bibliographical references. |
ISBN: | 9783642380914 |