The Executor of IMC: The Marcom Manager

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

Chapter Chapter 3 in The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, 2013, pp 43-51 from Springer

Abstract: Abstract This chapter focuses on introducing the basic meaning of a completely new role of the Marcom Manager, explaining and introducing the original intention of this concept. Its content covers the analysis of marketing management background, the definition of working object and IMC organization positioning.

Keywords: Corporate Communication; Strategic Thinking; Corporate Communication Development; Integrate Marketing Communication; Corporate Pyramid (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-642-38091-4_3

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DOI: 10.1007/978-3-642-38091-4_3

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