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

摘要: This book is all about today's IMC - what it is, means to you, and how use power your organization's growth financial success! With his breakthrough "Integrated Marketing Communications", Don Schultz first showed marketers integrate internal external communication into a dynamic, value-adding asset. In "IMC The Next Generation", teams with Heidi offer updated insights on newly powerful business model using the approach. Let show you focus identifying right customers, determining their value, investing in them programs, then measuring impact of returns those activities.'Having pioneered concept integrated marketing communications (IMC), now strategic tactical steps that will make 'new marketing' work for you. I gladly recommend this CMOs CEOs who want win combination strong brand building direct-to-customer Philip Kotler, Professor International Marketing, Kellogg School Management, Northwestern University, author "Marketing Management". 'Don have placed where belongs at center organization as core strategy drive long-term shareholder value. fundamental scope, detailed its analysis, far-reaching implications' Shekar Swamy, President, R K SWAMY/BBDO Advertising Ltd.'A every senior executive has read. ability communicate principles compelling simplicity, practical examples support well-thought theories' John Wallis, Senior Vice President Hyatt Corporation. 'In new centerpiece IMC, present comprehensive actionable road map build, manage, measure programs link really matters business: value creation' Javier Trevino, Corporate Communications, CEMEX.'Unlike any other including highly touted customer relationship management approach uniquely integrates pieces an around single factor: wants needs customers. Satisfying leads objective creating shareholders. And book: helping practitioners move from seeing simply coordinating viewing based measurable inputs outputs' From Chapter 1.With increased emphasis technology, branding, globalization, more than just corporate activity becomes key element ongoing success. Results-driven allows treat each customers individuals distinct needs, answer build both sustainable competitive advantage return investments."IMC Generation" outlines step-by-step process combining method through which communicates Built ideas used help launch revolution, hands-on combines research-based real-world explore businesses can leverage to: seamlessly programs; positive messages contact point, reason; implement value-based approaches generate cash flows value; since introduction over decade ago, progressed communication-only full-fledged strategy, one focuses functions activities customers." reveals be implemented organizations virtually size, economic climate, geographic area determine much invest communication, increase investments, deliver identifiable outcomes position prepare success evolving, undefined, limitless landscape.