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 Strategies for binding customers to an organization by determining the information they want and giving it to themIn Don Schultz showed marketers how to coordinate their organizations entire com

  • Title: IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
  • Author: Don E. Schultz Heidi F. Schultz
  • ISBN: 9780071416627
  • Page: 180
  • Format: Hardcover
  • 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 seminal Integrated Marketing Communications In IMC The Next Generation, Schultz offers a refined and updated approach to the IMC model, oneStrategies 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 seminal Integrated Marketing Communications In IMC 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 to Integrate internal and external communications programs Influence customers at every contact point Build long term brand relationships

    • IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication >> Don E. Schultz Heidi F. Schultz
      180 Don E. Schultz Heidi F. Schultz
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      Posted by:Don E. Schultz Heidi F. Schultz
      Published :2019-08-06T23:20:33+00:00


    About “Don E. Schultz Heidi F. Schultz

    • Don E. Schultz Heidi F. Schultz

      Don E. Schultz Heidi F. Schultz Is a well-known author, some of his books are a fascination for readers like in the IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication book, this is one of the most wanted Don E. Schultz Heidi F. Schultz author readers around the world.



    100 thoughts on “IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication


    • The hierarchy of effect and DAGMAR model was defined and analyzed well in this book. First time I met this book was in , 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.


    • 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.


    • 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.


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