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
     
 

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

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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

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Product Details

ISBN-13:
9780071416627
Publisher:
McGraw-Hill Professional Publishing
Publication date:
10/01/2003
Pages:
320
Sales rank:
829,882
Product dimensions:
6.40(w) x 9.30(h) x 1.09(d)

Table of Contents

Preface
Acknowledgments
Pt. IWhat is Value-Based IMC?
Ch. 1IMC: From Communication Tactic to Profit-Building Strategy3
Ch. 2What We Know About IMC19
Ch. 3Guiding Principles of Value-Based IMC43
Pt. IIStep 1: Identifying Customers and Prospects
Ch. 4How to Define Customers and Prospects According to Behavior77
Pt. IIIStep 2: Estimating the Value of Customers and Prospects
Ch. 5How to Determine Financial Values of Customers and Customer Groups101
Ch. 6The Partnership of Integration and Reciprocity125
Pt. IVStep 3: Planning Messages and Incentives
Ch. 7Planning Marcom Delivery145
Ch. 8Planning Marcom Content171
Pt. VStep 4: Estimating Return on Customer Investment
Ch. 9Basics of IMC Measurement197
Ch. 10Estimating Short-Term Return on Customer Investment215
Ch. 11Estimating Long-Term Return on Customer Investment259
Pt. VIStep 5: Postprogram Analysis and Future Planning
Ch. 12Postprogram Analysis281
Pt. VIIBuilding Share Value into the Future
Ch. 13Relating IMC Programs to Brand Equity and Shareholder Value299
Ch. 14Methods of Measuring Brand Equity321
Ch. 15Organizing for Integration349
Ch. 16Future Directions for IMC371
Notes385
Literary Credits393
Index395

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