The Function of Marcom Manager: Communication Scope

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

Chapter Chapter 6 in The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, 2013, pp 111-121 from Springer

Abstract: Abstract The author’s research focuses on how to clearly define the job category of a Marcom manager: IMC theory is a strategic level theory that has become progressively enriched and grown from strategic marketing tool to include the characteristics such as marketing idea, organization structure and power matching. Therefore there were a lot of researches and discusses on IMC theory communication functions, and less attention at the integration level, and a good communication effect first benefits the comprehension of the integrated job.

Keywords: Stakeholder Group; Social Communication; Communication Method; Marketing Communication; Internal Stakeholder (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-38091-4_6

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