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

• Main Author: Shin, Kwang-Yong (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
• Series: SpringerBriefs in Business,
• Subjects: Business.; Management science.; Marketing.; Business and Management.; Business and Management, general.

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...