IMC, The Next Generation

Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book IMC, The Next Generation by Heidi Schultz, Don E Schultz, McGraw-Hill Education
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Author: Heidi Schultz, Don E Schultz ISBN: 9780071436212
Publisher: McGraw-Hill Education Publication: August 22, 2003
Imprint: McGraw-Hill Education Language: English
Author: Heidi Schultz, Don E Schultz
ISBN: 9780071436212
Publisher: McGraw-Hill Education
Publication: August 22, 2003
Imprint: McGraw-Hill Education
Language: English

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
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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