The Executor of Integrated Marketing Communications by Kwang-Yong Shin

By Kwang-Yong Shin

The e-book as a rule addresses the next features: First, it systematically introduces the household and international study effects, declaring the most important parts of the elemental idea of IMC, in line with a company’s current state of affairs and the perform of IMC method. moment, in line with different features of every association, it presents a variety of IMC association constructions, corresponding to linear constitution version l, a digital community and centralized style that specializes in person curiosity, exterior varieties of the IMC organizational buildings version, etc., and recommendations for additional examine also are presented.

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

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Therefore this theory study was far more advanced than the IMC theory. The author adopts the “stakeholder” theory whose starting point mainly derived from the definition of the word “stakeholder” literally and originally to refers to those interest groups who are bound to the company existence and development, and ignores those groups who negatively affect the company existence and development such as the media with negative broadcasting, unfavorable policies and regulations, far-away customer groups, etc.

It consists of a general system of ideas and assumptions, standard examples and established assertions. Given its broad impact, the broad outlines of stakeholder theory rest warrant examinations based on the general foundation and assumptions. Stakeholder theory posits a model of the enterprise in which “all persons or groups with legitimate interests participating in an enterprise do so to obtain benefits, and there is no prima facie priority of one set of interests and benefits over another” (Donaldson and Preston 1995: 68).

1 The Background of Marcom Manager Concept 45 above organizations completed IMC practices, activities, strategies and organization adjustment. The report pointed out some findings, covering the following: First, the organization internal lacked directional team or position, which is disadvantageous to the strategy implementation and the organization coordination, the whole process should be completed within the organization and not rely on the agency or the supplier to complete. Second, the company must collect the behavior information from the customers and other stakeholders, and use this information to formulate strategies, specific communication tool selections and finally communicate effective assessment.

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