Click Here to Download: https://ouo.io/d0ZDAy IMC, The Next Generation Five Steps for Delivering Value and Measuring Returns Using Marketing Communication By: Don E. Schultz; Heidi Schultz Publisher: McGraw-Hill Education (Professional) Print ISBN: 9780071416627, 0071416625 eText ISBN: 9780071436212, 0071436219 Edition: 1st Copyright year: 2004 Format: EPUB Available from $ 53.00 USD SKU 9780071436212 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 to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships Additional ISBNs 9781280230035, 9780071436212, 1280230037, 0071436219
