IMC, the Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

Name: IMC, the Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
Price: 6.78 USD
Availability: InStock
ISBN: 9780071416627

ISBN-10: 0071416625

ISBN-13: 9780071416627

Edition: 2004

Authors: Don E. Schultz, Heidi F. Schultz

List price: $50.00

This item qualifies for FREE shipping.

30 day, 100% satisfaction guarantee!

Buy new: $42.37

Marketplace

5 new & used from $6.78

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

This is an updated, contemporary approach to the Integrated Marketing Communications (IMC) model that emphasizes narrowing in upon what customers, stakeholders, shareholders and employees see, hear, feel and think about an entire organization, not just its products and services.

Book details

List price: $50.00
Copyright year: 2004
Publisher: McGraw-Hill Companies, The
Publication date: 10/1/2003
Binding: Hardcover
Pages: 320
Size: 6.50" wide x 9.50" long x 1.25" tall
Weight: 1.100
Language: English



Preface


Acknowledgments



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 Customer 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


Notes


Literary Credits


Index