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¬The¬ Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
Kategorie Beschreibung
036aXA-DE
037beng
077a384779670 Druckausg.: ‡Shin, Kwang-Yong: ¬The¬ executor of integrated marketing communications strategy: Marcom Manager’s Working Model
087q978-3-642-38090-7
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
425a2013
433 Online-Ressource (XII, 148 p. 30 illus, digital)
451bSpringerBriefs 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
540aISBN 978-3-642-38091-4
700 |KJSM
700 |KJS
700 |BUS043000
700b|658.8
700c|HF5410-5417.5
700g127087697X 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
125aElektronischer Volltext - Campuslizenz
655e$uhttp://dx.doi.org/10.1007/978-3-642-38091-4
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