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

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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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Editorial Reviews

Soundview Executive Book Summaries
In IMC - The Next Generation, marketing legend Don Schultz and his wife Heidi Schultz (also a marketing expert) update his Integrated Marketing Communications (IMC) approach with new insights about how to make marketing work. Their latest book provides marketers with better ways to identify the right customers, determine their value, invest in communication programs, and measure the impact of and returns on those communication activities. IMC - The Next Generation also reveals better ways IMC can be implemented in organizations of all sizes. Copyright © 2004 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9780071416627
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/1/2003
  • Edition number: 1
  • Pages: 320
  • Sales rank: 585,566
  • Product dimensions: 6.40 (w) x 9.30 (h) x 1.09 (d)

Meet the Author

Don Schultz is one of today's most knowledgeable and respected leaders in the field of marketing and communication. A professor emeritus-in-service of integrated marketing communications at Northwestern University, Schultz is also president of the consulting firm Agora, Inc., and an external director of Simon Richards, Melbourne and Brand Finance, London. He has authored a number of influential books including Communicating Globally, Raising the Corporate Umbrella, Measuring Brand Communication ROI, and other titles.

Heidi Schultz is executive vice president of Agora, Inc., and a lecturer at Northwestern University. She has an extensive background in media management, direct marketing, media research, and strategic planning and is the former publisher of Chicago, the nation's largest monthly city magazine.

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Table of Contents

Pt. I What is Value-Based IMC?
Ch. 1 IMC: From Communication Tactic to Profit-Building Strategy 3
Ch. 2 What We Know About IMC 19
Ch. 3 Guiding Principles of Value-Based IMC 43
Pt. II Step 1: Identifying Customers and Prospects
Ch. 4 How to Define Customers and Prospects According to Behavior 77
Pt. III Step 2: Estimating the Value of Customers and Prospects
Ch. 5 How to Determine Financial Values of Customers and Customer Groups 101
Ch. 6 The Partnership of Integration and Reciprocity 125
Pt. IV Step 3: Planning Messages and Incentives
Ch. 7 Planning Marcom Delivery 145
Ch. 8 Planning Marcom Content 171
Pt. V Step 4: Estimating Return on Customer Investment
Ch. 9 Basics of IMC Measurement 197
Ch. 10 Estimating Short-Term Return on Customer Investment 215
Ch. 11 Estimating Long-Term Return on Customer Investment 259
Pt. VI Step 5: Postprogram Analysis and Future Planning
Ch. 12 Postprogram Analysis 281
Pt. VII Building Share Value into the Future
Ch. 13 Relating IMC Programs to Brand Equity and Shareholder Value 299
Ch. 14 Methods of Measuring Brand Equity 321
Ch. 15 Organizing for Integration 349
Ch. 16 Future Directions for IMC 371
Notes 385
Literary Credits 393
Index 395
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