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The Function of Marcom Manager: Communication Scope

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

Author

Listed:
  • Kwang-Yong Shin

    (Nankai University)

Abstract

The author’s research focuses on how to clearly define the job category of a Marcom manager: IMC theory is a strategic level theory that has become progressively enriched and grown from strategic marketing tool to include the characteristics such as marketing idea, organization structure and power matching. Therefore there were a lot of researches and discusses on IMC theory communication functions, and less attention at the integration level, and a good communication effect first benefits the comprehension of the integrated job.

Suggested Citation

  • Kwang-Yong Shin, 2013. "The Function of Marcom Manager: Communication Scope," SpringerBriefs in Business, in: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, edition 127, chapter 0, pages 111-121, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-38091-4_6
    DOI: 10.1007/978-3-642-38091-4_6
    as

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