The Object of IMC: Stakeholders

Kwang-Yong Shin ()
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Kwang-Yong Shin: Nankai University

Chapter Chapter 2 in The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, 2013, pp 25-41 from Springer

Abstract: 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”.

Keywords: Stakeholder Theory; Stakeholder Relationship; Primary Stakeholder; Secondary Stakeholder; Stakeholder Concept (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-38091-4_2

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