IMC THE NEXT GENERATION Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

• Main Authors: Schultz, Don E. (Author), Schultz, Heidi F. (Author)
• Format: Book
• Language: English
• Published: New York McGraw-Hill 2004
• Subjects: Customer services; Marketing; Brand name products; Business communication
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xxiii, 408 pages illustrations 24 cm
• ISBN: 0071416625

With his breakthrough book Integrated Marketing Communication, Don Schultz first showed marketers how to integrate internal and external communication into a dynamic, value-adding asset. In IMC-The Next Generation, Schultz teams with Heidi Schulz to offer updated insights on today's newly powerful business and communication model using the IMC approach. It shows how to focus on identifying the right customers, determining their value, investing in communication programs, and then impact of and returns on those communication activities.