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

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

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 power...

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Bibliographic Details
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.
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245 1 1 |a IMC THE NEXT GENERATION  |b Five Steps for Delivering Value and Measuring Returns Using Marketing Communication  |c by Don E. Schultz, Heidi F. Schultz 
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264 # 4 |c ©2004 
300 # # |a xxiii, 408 pages  |b illustrations  |c 24 cm 
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500 # # |a Includes index 
520 # # |a 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. 
650 # 0 |a Customer services 
650 # 0 |a Marketing 
650 # 0 |a Brand name products 
650 # 0 |a Business communication 
700 1 # |a Schultz, Heidi F.  |e author 
040 # # |a Shah Alam 
856 4 0 |z Click Here to View Status and Holdings.  |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=299978 

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