{"product_id":"imc-the-next-generation-five-steps-for-delivering-value-and-measuring-returns-using-marketing-communication-9780071416627","title":"IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication","description":"\u003cp\u003e\u003cb\u003eStrategies for binding customers to an organization--by determining the information they want and giving it to them\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminal\u003ci\u003eIntegrated Marketing Communications\u003c\/i\u003e. In\u003ci\u003eIMC--The Next Generation, \u003c\/i\u003eSchultz 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.\u003c\/p\u003e\u003cp\u003e\u003ci\u003eIMC--The Next Generation \u003c\/i\u003eshows 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: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntegrate internal and external communications programs \u003c\/li\u003e\n\u003cli\u003eInfluence customers at every contact point \u003c\/li\u003e\n\u003cli\u003eBuild long-term brand relationships \u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Don Schultz, Heidi Schultz\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e McGraw-Hill Companies\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/22\/2003\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 320\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.50lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 6.40w x 1.20d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780071416627\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eDon Schultz\u003c\/b\u003e is one of today's most knowledgeable and respected leaders in the field of marketing and communication. A professor emeritus-in-service of integrated marketing communications at Northwestern University, Schultz is also president of the consulting firm Agora, Inc., and an external director of Simon Richards, Melbourne and Brand Finance, London. He has authored a number of influential books including \u003ci\u003eCommunicating Globally\u003c\/i\u003e, \u003ci\u003eRaising the Corporate Umbrella\u003c\/i\u003e, \u003ci\u003eMeasuring Brand Communication ROI\u003c\/i\u003e, and other titles.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHeidi Schultz \u003c\/b\u003eis executive vice president of Agora, Inc., and a lecturer at Northwestern University. She has an extensive background in media management, direct marketing, media research, and strategic planning and is the former publisher of \u003ci\u003eChicago\u003c\/i\u003e, the nation's largest monthly city magazine.\u003c\/p\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003eThis title is not returnable\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"McGraw-Hill Companies","offers":[{"title":"Hardcover","offer_id":39924021100659,"sku":"9.78E+12","price":55.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_9d2cfa8f-28c9-4c3a-a21a-b74fe6260f6d.jpg?v=1647436104","url":"https:\/\/bookstorenmore.com\/products\/imc-the-next-generation-five-steps-for-delivering-value-and-measuring-returns-using-marketing-communication-9780071416627","provider":"Bookstore N More","version":"1.0","type":"link"}