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

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ISBN-10: 0071416625

ISBN-13: 9780071416627

Edition: 2004

Authors: Don E. Schultz, Heidi F. Schultz

List price: $50.00
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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.
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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

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
Literary Credits