The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model
by Kwang-Yong Shin
| Year of publication: |
2013
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|---|---|
| Authors: | Shin, Kwang-Yong |
| Publisher: |
Berlin, Heidelberg : Springer Berlin Heidelberg |
| Subject: | Marketing | Kommunikation | Communication | Marktkommunikation | Stakeholder | Kommunikationsstrategie |
| Description of contents: |
Introduction -- Organization -- Implementation -- Marcom Manager’s Work: Communication Category -- The Working Model of Marcom Manager
Description [swbplus.bsz-bw.de]
|
| Extent: | Online-Ressource (XII, 148 p. 30 illus, digital) |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Description based upon print version of record Contents; Introduction; Part I Introduction; 1 Theory of IMC Strategy; 1.1 The Background and the Pretical Origin of IMC Theory; 1.1.1 The Background of IMC Theory; 1.1.2 The Theoretical Origin of IMC Theory; 1.1.2.1 The Trend of Marketing Factor Mix; 1.1.2.2 The New Role of Marketing Communication; 1.1.2.3 The Application of Database in Marketing Communication; 1.2 The Core Ideas of IMC Theory; 1.2.1 The Evolutional Definition of IMC; 1.2.1.1 The Media Mix and Stakeholder Orientation Stage; 1.2.1.2 Strategic Coordination and Relationship Management Stage 1.2.1.3 IMC Strategy Implementation System Stage1.3 The Research Trends of IMC Theory; 1.3.1 New IMC Strategic Theory Basics; 1.3.1.1 IMC Metrics; 1.3.1.2 Communication Topic; 1.3.2 IMC Implementation Model; 1.4 Summary; References; 2 The Object of IMC: Stakeholders; 2.1 The Definiton of Stakeholders; 2.1.1 The Meaning of the Stakeholders; 2.1.2 Stakeholder Classification; 2.2 Relationships Between Company and Stakeholders; 2.2.1 The Interest of Stakeholders; 2.2.1.1 Off-Line (Traditional) Stakeholders' Interests; 2.2.1.2 On-Line (Network) Stakeholders' Interests 2.2.2 The Significance of Stakeholders Relationship with the Company2.3 The Development of Stakeholder Theory Within IMC Theory; 2.4 Summary; References; 3 The Executor of IMC: The Marcom Manager; 3.1 The Background of Marcom Manager Concept; 3.2 Introduction of Marcom Manager Position; 3.3 IMC Managers' Organizational Positioning; 3.3.1 The Centralized Organization Centered on Marcom Manager; 3.3.2 The IMC Team Centered on Marcom Manager; 3.4 Summary; References; Part II IMC Organization; 4 Researches on IMC Organization; 4.1 IMC and Reorganization; 4.1.1 Reorganization and Integration 4.1.2 Integrated Marketing, Integrated Communication4.2 Influencing Factors on IMC Organization Structure Design; 4.2.1 Organization Structure Factors; 4.2.2 Organization Culture Factor; 4.2.3 Integration Levels and Stages; 4.2.3.1 The First Level of Integration; 4.2.3.2 The Second Level of Integration; 4.2.3.3 Third Level of Integration; 4.2.4 Types of Stakeholders; 4.2.5 Interactive Communication; 4.2.6 Dynamic Change; 4.3 Principles of IMC Organization Design; 4.3.1 SBU Concept; 4.3.2 Outsourcing and Inter-Organizational Cooperation 4.3.3 Principles of Organization Design For IMC Implementation4.3.3.1 Clearly Define the Contribution and Resource; 4.3.3.2 Information System's Responsibility Assumed in Interactive Communication; 4.3.3.3 The Organization Executes IMC Functions Independently; 4.3.3.4 The Adaptability and Flexibility of Organization Structure Design; 4.4 Design of IMC Strategic Organization Model; 4.4.1 Organization Structure Optimization and Boundary Indistinctness; 4.4.1.1 Network the Internal Organization Structure; 4.4.1.2 Boundary Ambiguity and Inter-Organizational Collaboration 4.4.2 Create Organization Culture Suitable for IMC Strategy |
| ISBN: | 978-3-642-38091-4 ; 978-3-642-38090-7 |
| Other identifiers: | 10.1007/978-3-642-38091-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014016791