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

by Heidi F. Schultz and Don E. Schultz

Book Overview

Strategies for binding customers to an organization--by determining the information they want and giving it to them

In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses...

• Format: Hardcover
• Language: English
• ISBN: 0071416625
• ISBN13: 9780071416627
• Release Date: October 2003
• Publisher: McGraw-Hill Companies
• Length: 320 Pages
• Weight: 1.65 lbs.
• Dimensions: 1.2" x 6.4" x 9.1"

Customer Reviews

If You Care About Integrated Marketing, You'll Read This Book

This book has been a bible of sorts for me over the past few years. Anyone trying to figure out what's going on in social media and the changing nature of the buyer, should take a read through this first. Some of the areas may be a bit hard to grasp, but the methodology makes sense, and the Schultz team breaks it down into a step-by-step process that will make your marketing programs measurable (if you follow their advice). This book is not for the marketing hobbyist, but will be well worth it for anyone in business or marketing that cares about creating long-term relationships with their customers (and measuring the progress).

quick delivery

pretty new book, and it arrived much quicker than what I thought, and it was shipped for free!