The executor of integrated marketing communications strategy: marcom manager's working model
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Heidelberg [u.a.]
Springer
2013
|
| Series: | Springer briefs in business
|
| Subjects: | |
| Online Access: | Inhaltstext Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | XII, 148 S. graph. Darst. 24 cm |
| ISBN: | 9783642380907 3642380905 |
Staff View
MARC
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Record in the Search Index
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CONTENTS
PART I INTRODUCTION
1 THEORY OF IMC STRATEGY 3
1.1 THE BACKGROUND AND THE PRETICAL ORIGIN OF IMC THEORY 3
1.1.1 THE BACKGROUND OF IMC THEORY 3
1.1.2 THE THEORETICAL ORIGIN OF IMC THEORY 5
1.2 THE CORE IDEAS OF IMC THEORY 8
1.2.1 THE EVOLUTIONAL DEFINITION OF IMC 8
1.3 THE RESEARCH TRENDS OF IMC THEORY 16
1.3.1 NEW IMC STRATEGIC THEORY BASICS 16
1.3.2 IMC IMPLEMENTATION MODEL 19
1.4 SUMMARY 20
REFERENCES 21
2 THE OBJECT OF IMC: STAKEHOLDERS 25
2.1 THE DEFINITION OF STAKEHOLDERS 26
2.1.1 THE MEANING OF THE STAKEHOLDERS 26
2.1.2 STAKEHOLDER CLASSIFICATION 29
2.2 RELATIONSHIPS BETWEEN COMPANY AND STAKEHOLDERS 33
2.2.1 THE INTEREST OF STAKEHOLDERS 34
2.2.2 THE SIGNIFICANCE OF STAKEHOLDERS RELATIONSHIP WITH
THE COMPANY 37
2.3 THE DEVELOPMENT OF STAKEHOLDER THEORY WITHIN IMC THEORY 38
2.4 SUMMARY 39
REFERENCES 39
3 THE EXECUTOR OF IMC: THE MARCONI MANAGER 43
3.1 THE BACKGROUND OF MARCOM MANAGER CONCEPT 43
3.2 INTRODUCTION OF MARCOM MANAGER POSITION 46
HTTP://D-NB.INFO/1033232033
VI CONTENTS
3.3 IMC MANAGERS' ORGANIZATIONAL POSITIONING 47
3.3.1 THE CENTRALIZED ORGANIZATION CENTERED ON
MARCOM MANAGER 48
3.3.2 THE IMC TEAM CENTERED ON MARCOM MANAGER 49
3.4 SUMMARY 50
REFERENCES 51
PART II IMC ORGANIZATION
4 RESEARCHES ON IMC ORGANIZATION 55
4.1 IMC AND REORGANIZATION 55
4.1.1 REORGANIZATION AND INTEGRATION 55
4.1.2 INTEGRATED MARKETING, INTEGRATED COMMUNICATION 57
4.2 INFLUENCING FACTORS ON IMC ORGANIZATION STRUCTURE DESIGN 58
4.2.1 ORGANIZATION STRUCTURE FACTORS 58
4.2.2 ORGANIZATION CULTURE FACTOR 60
4.2.3 INTEGRATION LEVELS AND STAGES 61
4.2.4 TYPES OF STAKEHOLDERS 62
4.2.5 INTERACTIVE COMMUNICATION 63
4.2.6 DYNAMIC CHANGE 64
4.3 PRINCIPLES OF IMC ORGANIZATION DESIGN 65
4.3.1 SBU CONCEPT 65
4.3.2 OUTSOURCING AND INTER-ORGANIZATIONAL COOPERATION 67
4.3.3 PRINCIPLES OF ORGANIZATION DESIGN FOR IMC
IMPLEMENTATION 68
4.4 DESIGN OF IMC STRATEGIC ORGANIZATION MODEL 72
4.4.1 ORGANIZATION STRUCTURE OPTIMIZATION AND BOUNDARY
INDISTINCTNESS 73
4.4.2 CREATE ORGANIZATION CULTURE SUITABLE FOR IMC STRATEGY . 77
4.4.3 DEVELOP SHARP MARKET PERCEPTION ABILITY 78
4.4.4 GUIDANCE FOR THE ZERO-BASED BUDGET CONCEPT 79
4.4.5 SPECIFIC MODELS OF IMC ORGANIZATIONS 80
REFERENCES 84
PART III IMC IMPLEMENTATION
5 THE FUNCTION OF MARCOM MANAGER: INTEGRATING SCOPE 89
5.1 INTEGRATION OF MARKETING RESOURCES 89
5.2 INTEGRATION OF STAKEHOLDERS'EXPECTATION 91
5.2.1 RECOGNIZE DIFFERENT STAKEHOLDERS'NEEDS 92
5.2.2 INTEGRATION OF STAKEHOLDERS' NEEDS 95
5.3 KNOWLEDGE INTEGRATION OF MARCOM MANAGER 96
5.3.1 THE INTRODUCTION OF THE DATABASE IN IMC THEORY 96
5.3.2 THE ESTABLISHMENT AND INTEGRATION OF IMC KNOWLEDGEBASE. 97
CONTENTS VII
5.4 THE MEDIA INTEGRATION OF MARCOM MANAGER 99
5.4.1 MEDIA TYPES AND MEDIA EVALUATION 100
5.4.2 SYSTEMATIC INTEGRATION TO MEDIA TOOLS
OF MARCOM MANAGER 104
5.4.3 POSITIVE AND NEGATIVE EFFECT OF INTERNET MEDIA
ON MEDIA INTEGRATION 105
5.5 SUMMARY 108
REFERENCES 109
6 THE FUNCTION OF MARCOM MANAGER: COMMUNICATION SCOPE ILL
6.1 METHOD SELECTION OF INFORMATION TRANSMISSION ILL
6.2 COMMUNICATION STRATEGY DIVERSIFICATION COMBINATION 114
6.3 THE FUNCTION ANALYSIS OF DIFFERENT COMMUNICATION METHODS 116
6.3.1 SOCIAL COMMUNICATION REALIZATION 116
6.3.2 IMPLEMENTATION OF MARKETING COMMUNICATION 117
6.3.3 THE IMPLEMENTATION OF ORGANIZATION BEHAVIOR
COMMUNICATION 117
6.3.4 THE IMPLEMENTATION OF OPERATION MANAGEMENT
COMMUNICATION 118
6.4 SUMMARY 119
REFERENCES 121
7 MARCOM MANAGER WORKING MODEL 123
7.1 STANDARDS AND CONDITIONS FOR A MARCOM MANAGER POSITION 125
7.1.1 THE POSITION STANDARDS OF A MARCOM MANAGER 125
7.1.2 THE CONDITIONS OF A MARCOM MANAGER 126
7.2 IMC ACTIVITIES IMPLEMENTATION ELEMENTS 128
7.3 INTEGRATE STAKEHOLDERS DATABASE 128
7.3.1 INTEGRATING CORPORATE INTERNAL AND EXTERNAL INFORMATION. . . 129
7.3.2 DATABASE AND CORPORATE MANAGEMENT
SYSTEM INTEGRATION 130
7.4 RESPONSIBILITY OF THE IMC TEAM 131
7.4.1 THE ROLE OF MARCOM MANAGER 131
7.4.2 THE RESPONSIBILITIES OF THE IMC TEAM 133
7.4.3 THE IMC TEAM EXECUTION PROMOTION APPROACH 136
7.5 IMC STRATEGY PROCESS INTEGRATION 137
7.5.1 PERSONNEL PROCESS AND STRATEGIC PROCESS INTEGRATION 137
7.5.2 OPTIMIZE THE ORGANIZATION OPERATION PROCESS 140
7.6 MARCOM MANAGERS WORKING MODEL 141
7.6.1 SURVIVAL NICHE DEFINITION AND CLARIFICATION 142
7.6.2 IMC RESOURCES INTRODUCTION AND INTEGRATION 142
7.6.3 IMC STRATEGY FORMULATION AND IMPLEMENTATION PROCESS. . 144
7.6.4 CONSTRUCT AND CONSOLIDATE COMPETITIVE ADVANTAGES 146
7.7 SUMMARY 147
REFERENCES 147 |
| any_adam_object | 1 |
| author | Shin, Kwang-Yong |
| author_facet | Shin, Kwang-Yong |
| author_role | aut |
| author_sort | Shin, Kwang-Yong |
| author_variant | k y s kys |
| building | Verbundindex |
| bvnumber | BV041769921 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)852659693 (DE-599)DNB1033232033 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| spelling | Shin, Kwang-Yong Verfasser aut The executor of integrated marketing communications strategy marcom manager's working model Kwang-Yong Shin Heidelberg [u.a.] Springer 2013 XII, 148 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Springer briefs in business Literaturangaben Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Stakeholder (DE-588)4300861-6 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marketing (DE-588)4037589-4 s Marktkommunikation (DE-588)4131075-5 s Stakeholder (DE-588)4300861-6 s Kommunikationsstrategie (DE-588)4201794-4 s b DE-604 Erscheint auch als Online-Ausgabe The Executor of Integrated Marketing Communications Strategy X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=4293190&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027216293&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Shin, Kwang-Yong The executor of integrated marketing communications strategy marcom manager's working model Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Stakeholder (DE-588)4300861-6 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| subject_GND | (DE-588)4201794-4 (DE-588)4037589-4 (DE-588)4300861-6 (DE-588)4131075-5 |
| title | The executor of integrated marketing communications strategy marcom manager's working model |
| title_auth | The executor of integrated marketing communications strategy marcom manager's working model |
| title_exact_search | The executor of integrated marketing communications strategy marcom manager's working model |
| title_full | The executor of integrated marketing communications strategy marcom manager's working model Kwang-Yong Shin |
| title_fullStr | The executor of integrated marketing communications strategy marcom manager's working model Kwang-Yong Shin |
| title_full_unstemmed | The executor of integrated marketing communications strategy marcom manager's working model Kwang-Yong Shin |
| title_short | The executor of integrated marketing communications strategy |
| title_sort | the executor of integrated marketing communications strategy marcom manager s working model |
| title_sub | marcom manager's working model |
| topic | Kommunikationsstrategie (DE-588)4201794-4 gnd Marketing (DE-588)4037589-4 gnd Stakeholder (DE-588)4300861-6 gnd Marktkommunikation (DE-588)4131075-5 gnd |
| topic_facet | Kommunikationsstrategie Marketing Stakeholder Marktkommunikation |
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