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The Object of IMC: Stakeholders

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 form of social transaction relationship is often not the one-time transaction among the behavior subjects, but multiple, long-term transaction based on long-term trust and mutual relationships. This type of marketing consciousness change is also reflected fully in the development of IMC theory, from a simple definition to analysis, the theory definition of the market-oriented, customer-centric concept from the beginning has gradually changed to “company internal and external stakeholders”.

Suggested Citation

  • Kwang-Yong Shin, 2013. "The Object of IMC: Stakeholders," SpringerBriefs in Business, in: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, edition 127, chapter 0, pages 25-41, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-38091-4_2
    DOI: 10.1007/978-3-642-38091-4_2
    as

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