IMC, the next generation
five steps for delivering value and measuring financial returns
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Author
Contributions
- Schultz, Heidi F. - Contributor
Publication
2004 - McGraw-Hill, New York, New York (State)
Language
English
Word Count
102,000 words, Guess
Page Count
408 pages
Identifiers
- Open LibraryOL18727002M
- ISBN-100071416625
- OCLC Control Number51722739
- OCLC Control Numberimcnextgeneratio00schu_771
- Library of Congress Control Number2003003687
and 2 more
- Goodreads707365
- LibraryThing2760058
Classifications
- DDC658.8
- LCCHF5415 .S3595 2004
Description
Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 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.
Subjects
Topics
Other Editions
- IMC, the next generation: five steps for delivering value and measuring financial returns
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