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

Don Schultz, Heidi Schultz

ISBN 10: 0071416625 / ISBN 13: 9780071416627

Editore: McGraw-Hill Education 2003-11-16, 2003

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Titolo: IMC, The Next Generation: Five Steps for ...

Casa editrice: McGraw-Hill Education 2003-11-16

Data di pubblicazione: 2003

Legatura: Hardcover

Condizione: New

Descrizione articolo

Riassunto:

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

Informazioni sugli autori:

Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation.

Heidi Schultz is a professor of Management and Corporate Communication and teaches business communication and storytelling. Her six-word story sums up her devotion to her students: “Once my student, always my student.” Her current interests and research focus on the relationship between rhetorical patterns and writing quickly, storytelling in the corporate setting, and the impact of music intervention in high-stakes presentations. Dr. Schultz started the Business Communication Center at UNC Kenan-Flagler in 1997. It has grown to serve the communication needs of all business students. She is the former director of the Writing Center at UNC-Chapel Hill. She received her PhD from UNC-Chapel Hill, MA from UNC-Charlotte and BA from Lenoir-Rhyne College.