IMC The Next Generation

Five Steps for Delivering Value and Measuring Returns Using Marketing

Don E. Schultz, Heidi Schultz

408 pages, parution le 17/11/2003

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Résumé

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

What is value-based IMC ?
Identifying customers and prospects
Estimating the value of customers and prospects
Planning messages and incentives
Estimating return on customer investment
Postprogram analysis and future planning
Building share value into the future

L'auteur - Don E. Schultz

Don E. Schultz is Professor Emeritus-in-Service of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, USA.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Don E. Schultz, Heidi Schultz
Parution	17/11/2003
Nb. de pages	408
Format	16 x 23,5
Couverture	Relié
Poids	750g
Intérieur	Noir et Blanc
EAN13	9780071416627
ISBN13	978-0-07-141662-7