| Record Type: |
Electronic resources
: Monograph/item
|
| Title/Author: |
IMC, the next generation/ by Don E. Schultz, Heidi F. Schultz. |
| Reminder of title: |
five steps for delivering value and measuring returns using marketing communication / |
| remainder title: |
Integrated marketing communication, the next generation |
| Author: |
Schultz, Don E. |
| other author: |
Schultz, Heidi F. |
| Published: |
New York :McGraw-Hill, : c2004., |
| Description: |
xxiii, 408 p. :charts ;24 cm. |
| [NT 15003449]: |
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 intergration -- Future directions for IMC. |
| Subject: |
Brand name products. - |
| Online resource: |
https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=124517An electronic book accessible through the World Wide Web; click for information |
| ISBN: |
0071436219 (electronic bk.) |