IMC, The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication / Edition 1

IMC, The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication / Edition 1

by Don Schultz, Heidi Schultz
     
 

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ISBN-10: 0071416625

ISBN-13: 9780071416627

Pub. Date: 10/01/2003

Publisher: McGraw-Hill Professional Publishing

Strategies for binding customers to an organization—by determining the information they want and giving it to them

In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC—The Next Generation, Schultz offers a refined and updated

Overview

Strategies for binding customers to an organization—by determining the information they want and giving it to them

In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC—The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to.

IMC—The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to:

  • Integrate internal and external communications programs
  • Influence customers at every contact point
  • Build long-term brand relationships

Product Details

ISBN-13:
9780071416627
Publisher:
McGraw-Hill Professional Publishing
Publication date:
10/01/2003
Pages:
320
Sales rank:
887,594
Product dimensions:
6.40(w) x 9.30(h) x 1.09(d)

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