Overview
- Do you want to be an excellent Marcom Manager?
- The Executor of Integrated Marketing Communications Strategy
- Marcom Manager’s Working Model ?
- Includes supplementary material: sn.pub/extras
Part of the book series: SpringerBriefs in Business (BRIEFSBUSINESS)
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (7 chapters)
-
Introduction
-
IMC Organization
-
IMC Implementation
Keywords
About this book
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.
Authors and Affiliations
About the author
Education
BA in Business Administration (Dongguk University, GyungJu, Korea), 1981-1988. MA in Business Administration (Keimyung University, Daegu, Korea), 1989-1991. Ph. D in Business Administration (Nankai University, Tianjin, P. R. China), 1994-1998. Doctor in Chinese Philosophy (Nankai University, Tianjin, P. R. China), 2006-2009.
Experience
1983~1985: Military Service at Central Planning Department of Army College, Jinhae, Korea. 1987~1988: Managing Director, Department of Business Planning at Boy’s Club Korea Ltd., Daegu, Korea. 1988~1989: Managing Director, Department of Business Planning at Paris Blande Bakery Co, Gumi, Korea. 1989~1991: Account Executive at Daekyun Advertising Planning Ltd., Daegu, Korea. 1998~2000: Lecturer of the Institute of Model l rn Management, Nankai University, Tianjin, China. 2000~2007: Associate Professor of the Institute of Model l rn Management, Nankai University, Tianjin, China. 2007~2008: Associate Professor of Department of Business Administration, Nankai University, Tianjin, China. 2008~Present: Professor of Department of Business Administration, Nankai University, Tianjin, China.
Main Specific Publication
[1]Shin, Kwang-Yong and Alexis Tam, In Search of Management New Paradigm, The China Material Publishing, Beijing, China, May 2001. ISBN 7-5047-1712-6/F.0609 [2]Shin, Kwang-Yong, Integrated Marketing Communications Strategy Management, The China Material Publishing, Beijing, China, June 2001. ISBN 7-5047-1700-2/F.0605 [3] Shin, Kwang-Yong, Marcom Manager’s Working Model, Tianjin Renmin Publishing, September 2008, ISBN 978-7-201-06089-7 [4] Shin, Kwang-Yong, 18 Strategic Tools for Corporate Survival and Development, QingHua University Publishing, ISBN 978-7-302-21788-6
Bibliographic Information
Book Title: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
Authors: Kwang-Yong Shin
Series Title: SpringerBriefs in Business
DOI: https://doi.org/10.1007/978-3-642-38091-4
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: The Author(s) 2013
Softcover ISBN: 978-3-642-38090-7Published: 17 June 2013
eBook ISBN: 978-3-642-38091-4Published: 04 June 2013
Series ISSN: 2191-5482
Series E-ISSN: 2191-5490
Edition Number: 1
Number of Pages: XII, 148
Number of Illustrations: 30 b/w illustrations