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Researches on IMC Organization

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

Author

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  • Kwang-Yong Shin

    (Nankai University)

Abstract

The integrated marketing communication theory has become a new business management paradigm, and has gained more and more attention from marketing theory researchers and company managers. The significance, necessity, and importance of IMC theory strategy have already been discussed many times. This chapter focuses on the IMC strategy implementation, focuses on discussing an important foundation of the implementation process, the organization structure design. The author attempt to propose an idea contributing to achieve the IMC structure design objectives during the discussion of integrated marketing communication in the implementation process; how to guarantee that the organization structure design of IMC strategy be fully executed and implemented; how to guarantee the collaboration between the IMC department and other relevant departments for the integrated marketing communication; how to promote the integrated marketing communication in the development tendency.

Suggested Citation

  • Kwang-Yong Shin, 2013. "Researches on IMC Organization," SpringerBriefs in Business, in: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, edition 127, chapter 0, pages 55-85, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-38091-4_4
    DOI: 10.1007/978-3-642-38091-4_4
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