SpringerBriefs in Business

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

Authors: Shin, Kwang-Yong

  • Do you want to be an excellent Marcom Manager?
  • The Executor of Integrated Marketing Communications Strategy
  • Marcom Manager’s Working Model ​
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eBook $39.99
price for USA (gross)
  • ISBN 978-3-642-38091-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $49.99
price for USA
  • ISBN 978-3-642-38090-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

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

Table of contents (7 chapters)

  • Theory of IMC Strategy

    Shin, Kwang-Yong

    Pages 3-23

  • The Object of IMC: Stakeholders

    Shin, Kwang-Yong

    Pages 25-41

  • The Executor of IMC: The Marcom Manager

    Shin, Kwang-Yong

    Pages 43-51

  • Researches on IMC Organization

    Shin, Kwang-Yong

    Pages 55-85

  • The Function of Marcom Manager: Integrating Scope

    Shin, Kwang-Yong

    Pages 89-109

Buy this book

eBook $39.99
price for USA (gross)
  • ISBN 978-3-642-38091-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $49.99
price for USA
  • ISBN 978-3-642-38090-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
Authors
Series Title
SpringerBriefs in Business
Copyright
2013
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
The Author(s)
eBook ISBN
978-3-642-38091-4
DOI
10.1007/978-3-642-38091-4
Softcover ISBN
978-3-642-38090-7
Series ISSN
2191-5482
Edition Number
1
Number of Pages
XII, 148
Number of Illustrations and Tables
30 b/w illustrations
Topics