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Integrated Marketing Communications: Putting It Together & Making It Work,Used
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Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketingthe fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsoleteand shows marketers how to get back on track.The answer lies in customerfocused marketing, a key planning tool that canin today's diverse, fragmented marketplaceexplain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multichannel communications strategy that reaches every market segment with a single, unified message.This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as: Who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? How can companies resolve "turf battles" and combat fears of budget loss? How should the different playersagencies and suppliersbe compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable?Extensive examples and two indepth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.
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