Integrated Marketing Communications: Putting It Together & Making It Work

by Richard Fizdale, Don E. Schultz, Stanley I. Tannenbaum

Book Overview

Explains how by beginning with consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches various market segments with a single, unified message. This... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844233633
• ISBN13: 9780844233635
• Release Date: January 1993
• Publisher: McGraw-Hill
• Length: 218 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"

Customer Reviews

Changed Karen's life

My wife Karen's mentor, Bob Lauterborn, is one of the three co-authors who created Integrated Marketing Communication. This concept inspired her to return to UNC to get her PhD. This concept is still shaping the marketing and advertising landscape today. Author, "Trust is Everything: Become the leader others will follow"

Eye opening!

They should be teaching this book in every university marketing class. Completely changed the way I look at B-2-B marketing and strategy development! After 12 years in the field, using Kottler's teachings -- this completely blows all that right out of the water! If you have an opportunity to hear Lauterborn speak -- do it. His concepts on 1-to-1 marketing are brilliant and he is an inspiring teacher. Absolutely one of the best books on B-2-B marketing ever written!

What makes an integrated marketing communications firm work

Integrated Marketing Communications describes the nuts and bolts of what makes an integrated marketing communications firm work: strategy, execution and measurement. The authors also go into detail describing common barriers - and solutions- to running an effective IMC orgainzation. The book is rather academic, but full of valuable information, especially for a beginner to IMC or any of its elements. The charts and graphs are often confusing, but usually help drive home a good point. Two case studies at the end of the book help bring everything into perspective and tie up loose ends.Integrated Marketing Communications is an ideal book for anyone thinking about starting an integrated firm, junior employees and anyone who is new to the field of integrated communications.After reading the book, our Cramer-Krasselt book club met to discuss the book and look at how it relates to what we're currently doing. The main discussion centered around the case studies, which proved to be the most useful part of the book.