Advertisement

© 2013

The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model

Book

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-xii
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Kwang-Yong Shin
      Pages 3-23
    3. Kwang-Yong Shin
      Pages 25-41
    4. Kwang-Yong Shin
      Pages 43-51
  3. IMC Organization

    1. Front Matter
      Pages 53-53
    2. Kwang-Yong Shin
      Pages 55-85
  4. IMC Implementation

    1. Front Matter
      Pages 87-87
    2. Kwang-Yong Shin
      Pages 123-148

About this book

Introduction

The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.

Keywords

Integrated Marketing Communications Interest Groups Marcom Manager Marketing Communication Planning Stakeholders

Authors and affiliations

  1. 1., Business SchoolNankai UniversityTianjinChina, People's Republic

About the authors

Education 

BA in Business Administration (Dongguk University, GyungJu, Korea), 1981-1988. MA in Business Administration (Keimyung University, Daegu, Korea), 1989-1991. Ph. D in Business Administration (Nankai University, Tianjin, P. R. China), 1994-1998. Doctor in Chinese Philosophy (Nankai University, Tianjin, P. R. China), 2006-2009.

Experience 

1983~1985: Military Service at Central Planning Department of Army College, Jinhae, Korea. 1987~1988: Managing Director, Department of Business Planning at Boy’s Club Korea Ltd., Daegu, Korea. 1988~1989: Managing Director, Department of Business Planning at Paris Blande Bakery Co, Gumi, Korea. 1989~1991: Account Executive at Daekyun Advertising Planning Ltd., Daegu, Korea. 1998~2000: Lecturer of the Institute of Model l rn Management, Nankai University, Tianjin, China. 2000~2007: Associate Professor of the Institute of Model l rn Management, Nankai University, Tianjin, China. 2007~2008: Associate Professor of Department of Business Administration, Nankai University, Tianjin, China. 2008~Present: Professor of Department of Business Administration, Nankai University, Tianjin, China.

Main Specific Publication

[1]Shin, Kwang-Yong and Alexis Tam, In Search of Management New Paradigm, The China Material Publishing, Beijing, China, May 2001. ISBN 7-5047-1712-6/F.0609 [2]Shin, Kwang-Yong, Integrated Marketing Communications Strategy Management, The China Material Publishing, Beijing, China, June 2001. ISBN 7-5047-1700-2/F.0605 [3] Shin, Kwang-Yong, Marcom Manager’s Working Model, Tianjin Renmin Publishing, September 2008, ISBN 978-7-201-06089-7 [4] Shin, Kwang-Yong, 18 Strategic Tools for Corporate Survival and Development, QingHua University Publishing, ISBN 978-7-302-21788-6

Bibliographic information

  • Book Title The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
  • Authors Kwang-Yong Shin
  • Series Title SpringerBriefs in Business
  • Series Abbreviated Title SpringerBriefs in Business
  • DOI https://doi.org/10.1007/978-3-642-38091-4
  • Copyright Information The Author(s) 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics Business and Management (R0)
  • Softcover ISBN 978-3-642-38090-7
  • eBook ISBN 978-3-642-38091-4
  • Series ISSN 2191-5482
  • Series E-ISSN 2191-5490
  • Edition Number 1
  • Number of Pages XII, 148
  • Number of Illustrations 30 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Business and Management, general
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Law
Consumer Packaged Goods
Oil, Gas & Geosciences
Engineering