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IMC, the Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication,New
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Strategies for binding customers to an organizationby 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. InIMCThe 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.IMCThe 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 realworld examples reveal how to use todays IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build longterm brand relationships
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- Q: What is the main focus of 'IMC, the Next Generation'? A: The book focuses on how to deliver value and measure returns using integrated marketing communications by aligning organizational communication with customer information needs.
- Q: Who is the author of this book? A: The author of 'IMC, the Next Generation' is Don Schultz, a well-known figure in marketing communications.
- Q: What are the key benefits of reading this book? A: Readers can learn strategies for building sustainable competitive advantages, integrating communications, influencing customer interactions, and fostering long-term brand relationships.
- Q: How many pages does this book have? A: The book contains 432 pages.
- Q: What is the publication date of 'IMC, the Next Generation'? A: The book was published on October 1, 2003.
- Q: What type of binding does this book have? A: This edition of the book is a hardcover.
- Q: Is this book suitable for beginners in marketing? A: Yes, the book is structured to provide insights that can benefit both beginners and experienced marketers in understanding IMC.
- Q: Are there real-world examples included in the book? A: Yes, the book includes numerous case studies and real-world examples to illustrate the application of the IMC model.
- Q: What is the edition of this book? A: This is the first edition of 'IMC, the Next Generation'.
- Q: Can this book help in measuring marketing ROI? A: Yes, the book offers guidance on how to measure returns on marketing investments through effective communications strategies.