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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.
| Autorius: | Kwang-Yong Shin |
| Serija: | SpringerBriefs in Business |
| Leidėjas: | Springer Berlin Heidelberg |
| Išleidimo metai: | 2013 |
| Knygos puslapių skaičius: | 160 |
| ISBN-10: | 3642380905 |
| ISBN-13: | 9783642380907 |
| Formatas: | 235 x 155 x 9 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „The Executor of Integrated Marketing Communications Strategy: Marcom Manager¿s Working Model“
