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 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.

• ISBN: 978-3-642-38090-7
• Editorial: Springer
• Encuadernacion: Rústica
• Fecha Publicación: 30/06/2013
• Nº Volúmenes: 1
• Idioma: Inglés