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

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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 seminal Integrated Marketing Communications . In IMC--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: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication 2003, McGraw-Hill Education, New York, NY

ISBN-13: 9780071416627

Hardcover

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