SKU: 44642698380

IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

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IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing CommunicationStrategies 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

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


Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 10/22/2003
ISBN: 9780071416627
Pages: 320
Weight: 1.50lbs
Size: 9.10h x 6.40w x 1.20d
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SKU: 44642698380

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STARANGEL
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Got my 1st copy in '67... still valuable as ever. A must read. A bit expensive but the pix are worth it! MJB
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Thoroughly enjoyed the book back when it came out and in re-discovering it now. It was just what I needed.
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