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IMC, the Next Generation : Five Steps for Delivering Value and Measuring Returns Using Marketing Communication by Heidi Schultz and Don E. Schultz (2003, Hardcover)
AlibrisBooks (462257)
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- Buy It NowIMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns
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About this product
Product Identifiers
PublisherMcgraw-Hill Education
ISBN-100071416625
ISBN-139780071416627
eBay Product ID (ePID)2462061
Product Key Features
Number of Pages320 Pages
Publication NameIMC, the Next Generation : Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
LanguageEnglish
Publication Year2003
SubjectConsumer Guides, Marketing / General, Business Communication / General, Customer Relations, Advertising & Promotion
TypeNot Available
Subject AreaReference, Business & Economics
AuthorHeidi Schultz, Don E. Schultz
FormatHardcover
Dimensions
Item Height1.3 in
Item Weight26.3 Oz
Item Length9.1 in
Item Width6.2 in
Additional Product Features
LCCN2003-003687
Dewey Edition21
IllustratedYes
Dewey Decimal658.8
Intended AudienceTrade
SynopsisStrategies 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 seminal Integrated Marketing Communications . In IMC--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 ", 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 seminal Integrated Marketing Communications . In IMC--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
LC Classification NumberHF5415.S3595 2003
