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IMC, the next generation [electronic resource] : five steps for delivering value and measuring returns using marketing communication / by Don E. Schultz, Heidi F. Schultz.

By: Schultz, Don E.
Contributor(s): Schultz, Heidi F.
Material type: TextTextPublisher: New York : McGraw-Hill, c2004General Notes: Available through the EBSCO e-book Collection, which can be found on the Davenport University Library database page.Bibliography: Includes bibliographical references and index.Description: 1 online resource (xxiii, 408 p.) : charts.ISBN: 0071436219 (electronic bk.); 9780071436212 (electronic bk.).Other title: Integrated marketing communication, the next generation.Subject(s): Marketing | Business communication | Brand name products | Customer servicesGenre/Form: Electronic books DDC classification: 381 Online resources: Access full-text materials at no charge:
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 cusomer 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 integration -- Future directions for IMC.
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Item type Current library Collection Call number Status Date due Barcode
E-book Davenport Library e-book E-book 381 (Browse shelf(Opens below)) Not For Loan mq543313

Includes bibliographical references and index.

Available through the EBSCO e-book Collection, which can be found on the Davenport University Library database page.

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 cusomer 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 integration -- Future directions for IMC.

Description based on print version record.

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