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The executor of integrated marketing communications strategy : marcom manager's working model

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 differe...

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Bibliographic Details
Main Author: Shin, Kwang-Yong.
Corporate Author: SpringerLink (Online service)
Format: Online Book
Published: Berlin ; New York : Springer, c2013.
Series:SpringerBriefs in business.
Online Access:Online version
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