The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model (SpringerBriefs in Business)

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 Front Matter....Pages i-xii Front Matter....Pages 1-1 Theory of IMC Strategy....Pages 3-23 The Object of IMC: Stakeholders....Pages 25-41 The Executor of IMC: The Marcom Manager....Pages 43-51 Front Matter....Pages 53-53 Researches on IMC Organization....Pages 55-85 Front Matter....Pages 87-87 The Function of Marcom Manager: Integrating Scope....Pages 89-109 The Function of Marcom Manager: Communication Scope....Pages 111-121 Marcom Manager Working Model....Pages 123-148