Abstract
The form of social transaction relationship is often not the one-time transaction among the behavior subjects, but multiple, long-term transaction based on long-term trust and mutual relationships. This type of marketing consciousness change is also reflected fully in the development of IMC theory, from a simple definition to analysis, the theory definition of the market-oriented, customer-centric concept from the beginning has gradually changed to “company internal and external stakeholders”.
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Shin, KY. (2013). The Object of IMC: Stakeholders. In: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. SpringerBriefs in Business. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38091-4_2
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