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" IMC, the next generation : "


Document Type : BL
Record Number : 983476
Doc. No : b737846
Main Entry : Schultz, Don E.
Title & Author : IMC, the next generation : : five steps for delivering value and measuring returns using marketing communication /\ by Don E. Schultz, Heidi F. Schultz.
Publication Statement : New York :: McGraw-Hill,, ©2004.
Page. NO : 1 online resource (xxiii, 408 pages) :: charts
ISBN : 0071416625
: : 0071436219
: : 9780071416627
: : 9780071436212
Bibliographies/Indexes : Includes bibliographical references and index.
Contents : What is value-based IMC?. IMC: from communication tactic to profit-building strategy -- What we know about IMC -- Guiding principles of value-based IMC. Step 1: identifying customers and prospects. How to define customers and prospects according to behavior. Step 2: estimating the value of customers and prospects. How to determine financial values of customers and cusomer groups -- The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery -- Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement -- Estimating short-term return on customer investment -- Estimating long-term return on customer investment. Step 5: postprogram analysis and future planning. Postprogram analysis. Building share value into the future. Relating IMC programs to brand equity and shareholder value -- Methods of measuring brand equity -- Organizing for integration -- Future directions for IMC.
Subject : Brand name products.
Subject : Business communication.
Subject : Customer services.
Subject : Marketing.
Subject : Brand name products.
Subject : BUSINESS ECONOMICS-- Commerce.
Subject : BUSINESS ECONOMICS-- Marketing-- General.
Subject : BUSINESS ECONOMICS-- Sales Selling-- General.
Subject : Business communication.
Subject : Customer services.
Subject : Marketing.
Dewey Classification : ‭381‬
LC Classification : ‭HF5415‬‭.S3595 2004eb‬
Added Entry : Schultz, Heidi F.
Parallel Title : Integrated marketing communication, the next generation
copyhttps://lib.clisel.com/site/catalogue/983476
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