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The Executor of Integrated Marketing Communications Strategy: Marcom Manager's Working Model (2013.)

Part of the SpringerBriefs in business series
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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.

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Product Details
Springer
3642380913 / 9783642380914
eBook (Adobe Pdf)
658.8
04/06/2013
English
147 pages
Copy: 10%; print: 10%