SpringerBriefs in Business

Shin, Kwang-Yong

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.

Details

Published by: Springer

Publication Date: 2013-06-17

Format: Paperback

ISBN-13: 9783642380907

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

Dimensions: 235cm x155cm

Pages: 148