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...

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