The Executor of Integrated Marketing Communications Strategy: Marcom Managers 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 companys present situation and the practice of IMC strategy. Second, according to the different ch...
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| Format: | Electronic |
| Language: | English |
| Published: |
Berlin, Heidelberg :
Springer Berlin Heidelberg : Imprint: Springer,
2013.
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| Series: | SpringerBriefs in Business,
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| Subjects: | |
| Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-642-38091-4 |
| Summary: | 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 companys 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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| Physical Description: | XII, 148 p. 30 illus. online resource. |
| ISBN: | 9783642380914 |
| ISSN: | 2191-5482 |