The Function of Marcom Manager: Integrating Scope

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

Chapter Chapter 5 in The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, 2013, pp 89-109 from Springer

Abstract: Abstract After introducing the Marcom manager, the most urgent task is to define its work scope and refine the job descriptions. This chapter introduces the job descriptions covered in the “integration” scope.

Keywords: External Stakeholder; Knowledge Integration; Traditional Medium; Direct Marketing; American Market Association (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-38091-4_5

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