IMC, the next generation : five steps for delivering value and measuring financial returns / by Don E. Schultz, Heidi F. Schultz.

Author/creator Schultz, Don E.
Other author Schultz, Heidi F.
Format Book
Publication InfoNew York : McGraw-Hill, ©2004.
Descriptionxxiii, 408 pages : illustrations ; 24 cm
Supplemental ContentContributor biographical information
Supplemental ContentPublisher description
Subjects
Marketing.
Business communication.
Brand name products.
Customer services.

Contents What is value-based IMC?. IMC: from communication tactic to profit-building strategy -- What we know about IMC -- Guiding principles of value-based IMC. Step 1: identifying customers and prospects. How to define customers and prospects according to behavior. Step 2: estimating the value of customers and prospects. How to determine financial values of customers and customer groups -- The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery -- Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement -- Estimating short-term return on customer investment -- Estimating long-term return on customer investment. Step 5: postprogram analysis and future planning. Postprogram analysis. Building share value into the future. Relating IMC programs to brand equity and shareholder value -- Methods of measuring brand equity -- Organizing for intergration -- Future directions for IMC.
LCCN 2003003687
ISBN0071416625 (hardcover : alk. paper)

Availability

Library Location Call Number Status Item Actions
Joyner General Stacks HF5415 .S3595 2004 ✔ Available Place Hold