The executor of integrated marketing communications strategy

Autori

• Kwang Yong Shin

Parametri

• Marketing e PR

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2013