| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
384779670 Druckausg.: ‡Shin, Kwang-Yong: ¬The¬ executor of integrated marketing communications strategy: Marcom Manager’s Working Model |
| ISBN |
978-3-642-38090-7 |
| Name |
Shin, Kwang-Yong |
| T I T E L |
¬The¬ Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model |
| Verlagsort |
Berlin, Heidelberg |
| Verlag |
Springer Berlin Heidelberg |
| Erscheinungsjahr |
2013 |
| 2013 |
| Umfang |
Online-Ressource (XII, 148 p. 30 illus, digital) |
| Reihe |
SpringerBriefs in Business |
| Notiz / Fußnoten |
Description based upon print version of record |
| Weiterer Inhalt |
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 |
| Titelhinweis |
Druckausg.: ‡Shin, Kwang-Yong: ¬The¬ executor of integrated marketing communications strategy: Marcom Manager’s Working Model |
| ISBN |
ISBN 978-3-642-38091-4 |
| Klassifikation |
KJSM |
| KJS |
| BUS043000 |
| 658.8 |
| HF5410-5417.5 |
| QP 650 |
| Kurzbeschreibung |
Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager |
| 2. Kurzbeschreibung |
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 |
| 1. Schlagwortkette |
Marketing |
| Marktkommunikation |
| Stakeholder |
| Kommunikationsstrategie |
| SWB-Titel-Idn |
386843597 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1007/978-3-642-38091-4 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
