036a | XA-DE |
037b | eng |
077a | 384779670 Druckausg.: ‡Shin, Kwang-Yong: ¬The¬ executor of integrated marketing communications strategy: Marcom Manager’s Working Model |
087q | 978-3-642-38090-7 |
100 | Shin, Kwang-Yong |
331 | ¬The¬ Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model |
410 | Berlin, Heidelberg |
412 | Springer Berlin Heidelberg |
425 | 2013 |
425a | 2013 |
433 | Online-Ressource (XII, 148 p. 30 illus, digital) |
451b | SpringerBriefs in Business |
501 | Description based upon print version of record |
517 | Contents; Introduction; Part I Introduction; 1 Theory of IMC Strategy; 1.1 The Background and the Pretical Origin of IMC Theory; 1.1.1 The Background of IMC Theory; 1.1.2 The Theoretical Origin of IMC Theory; 1.1.2.1 The Trend of Marketing Factor Mix; 1.1.2.2 The New Role of Marketing Communication; 1.1.2.3 The Application of Database in Marketing Communication; 1.2 The Core Ideas of IMC Theory; 1.2.1 The Evolutional Definition of IMC; 1.2.1.1 The Media Mix and Stakeholder Orientation Stage; 1.2.1.2 Strategic Coordination and Relationship Management Stage. 1.2.1.3 IMC Strategy Implementation System Stage1.3 The Research Trends of IMC Theory; 1.3.1 New IMC Strategic Theory Basics; 1.3.1.1 IMC Metrics; 1.3.1.2 Communication Topic; 1.3.2 IMC Implementation Model; 1.4 Summary; References; 2 The Object of IMC: Stakeholders; 2.1 The Definiton of Stakeholders; 2.1.1 The Meaning of the Stakeholders; 2.1.2 Stakeholder Classification; 2.2 Relationships Between Company and Stakeholders; 2.2.1 The Interest of Stakeholders; 2.2.1.1 Off-Line (Traditional) Stakeholders' Interests; 2.2.1.2 On-Line (Network) Stakeholders' Interests. 2.2.2 The Significance of Stakeholders Relationship with the Company2.3 The Development of Stakeholder Theory Within IMC Theory; 2.4 Summary; References; 3 The Executor of IMC: The Marcom Manager; 3.1 The Background of Marcom Manager Concept; 3.2 Introduction of Marcom Manager Position; 3.3 IMC Managers' Organizational Positioning; 3.3.1 The Centralized Organization Centered on Marcom Manager; 3.3.2 The IMC Team Centered on Marcom Manager; 3.4 Summary; References; Part II IMC Organization; 4 Researches on IMC Organization; 4.1 IMC and Reorganization; 4.1.1 Reorganization and Integration. 4.1.2 Integrated Marketing, Integrated Communication4.2 Influencing Factors on IMC Organization Structure Design; 4.2.1 Organization Structure Factors; 4.2.2 Organization Culture Factor; 4.2.3 Integration Levels and Stages; 4.2.3.1 The First Level of Integration; 4.2.3.2 The Second Level of Integration; 4.2.3.3 Third Level of Integration; 4.2.4 Types of Stakeholders; 4.2.5 Interactive Communication; 4.2.6 Dynamic Change; 4.3 Principles of IMC Organization Design; 4.3.1 SBU Concept; 4.3.2 Outsourcing and Inter-Organizational Cooperation. 4.3.3 Principles of Organization Design For IMC Implementation4.3.3.1 Clearly Define the Contribution and Resource; 4.3.3.2 Information System's Responsibility Assumed in Interactive Communication; 4.3.3.3 The Organization Executes IMC Functions Independently; 4.3.3.4 The Adaptability and Flexibility of Organization Structure Design; 4.4 Design of IMC Strategic Organization Model; 4.4.1 Organization Structure Optimization and Boundary Indistinctness; 4.4.1.1 Network the Internal Organization Structure; 4.4.1.2 Boundary Ambiguity and Inter-Organizational Collaboration. 4.4.2 Create Organization Culture Suitable for IMC Strategy |
527 | Druckausg.: ‡Shin, Kwang-Yong: ¬The¬ executor of integrated marketing communications strategy: Marcom Manager’s Working Model |
540a | ISBN 978-3-642-38091-4 |
700 | |KJSM |
700 | |KJS |
700 | |BUS043000 |
700b | |658.8 |
700c | |HF5410-5417.5 |
700g | 127087697X QP 650 |
700m | |658.8 |
750 | Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager |
753 | 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 |
902s | 209025417 Marketing |
902s | 20962440X Marktkommunikation |
902s | 211033200 Stakeholder |
902s | 210144335 Kommunikationsstrategie |
012 | 386843597 |
081 | Shin, Kwang-Yong: ¬The¬ Executor of Integrated Marketing Communications Strategy: Marcom Managers Working Model |
100 | Springer E-Book |
125a | Elektronischer Volltext - Campuslizenz |
655e | $uhttp://dx.doi.org/10.1007/978-3-642-38091-4 |