[(IMC, the Next Generation : Five Steps for Delivering Value and Measuring Returns Using Marketing Communication)] [By (author) Don E. Schultz ] published on

by Don E. Schultz

"Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 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 * Integrate internal and external communications programs* Influence customers at every contact point* Build long-term brand relationships "

Genres: Nonfiction

Hardcover

First published October 1, 2003

Reviews

[Devaki Murch]

text for Integrated marketing Course at University of Utah.

[Fahed Al Kerdi · Rating 4 out of 5]

The hierarchy of effect and DAGMAR model was defined and analyzed well in this book. First time I met this book was in Wikipedia, I was reading an article and I read the title of this book in the references. The book is written in a terrific language, easy to read and understand the concept of international marketing communication (IMC).
Very useful book for postgraduates students in the field of marketing. I really recommend the book for the use of adopting definitions and citing information.

[Nat · Rating 4 out of 5]

Excellent!

[Shakerra · Rating 4 out of 5]

Read this for class in the IMC program at Northwestern University where I have taken classes under both Don and Heidi Schultz. They are both excellent professors, so I am completely biased. However, this book lays out the IMC principles beautifully. It combines theory and practice so that that the reader will come away not just knowing the principles, but how the apply them.

[Jenn Rohn · Rating 3 out of 5]

Haven't read the entire book - only the assigned readings for a graduate course, so about 2/3 of the book. I think the book has some valuable information and I am keeping it to refer back to in the future.