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

by Schultz, Don; Schultz, Heidi

• ISBN13: 9780071416627
• ISBN10: 0071416625
• Edition: 1st
• Format: Hardcover
• Copyright: 2003-10-22
• Publisher: McGraw-Hill Education

Summary

Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--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 Generationshows 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: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships

Author Biography

Don Schultz 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 Communicating Globally, Raising the Corporate Umbrella, Measuring Brand Communication ROI, and other titles.

Heidi Schultz is 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 Chicago, the nation's largest monthly city magazine.

Table of Contents

Preface
Acknowledgments
What is Value-Based IMC?
IMC: From Communication Tactic to Profit-Building Strategy	p. 3
What We Know About IMC	p. 19
Guiding Principles of Value-Based IMC	p. 43
Step 1: Identifying Customers and Prospects
How to Define Customers and Prospects According to Behavior	p. 77
Step 2: Estimating the Value of Customers and Prospects
How to Determine Financial Values of Customers and Customer Groups	p. 101
The Partnership of Integration and Reciprocity	p. 125
Step 3: Planning Messages and Incentives
Planning Marcom Delivery	p. 145
Planning Marcom Content	p. 171
Step 4: Estimating Return on Customer Investment
Basics of IMC Measurement	p. 197
Estimating Short-Term Return on Customer Investment	p. 215
Estimating Long-Term Return on Customer Investment	p. 259
Step 5: Postprogram Analysis and Future Planning
Postprogram Analysis	p. 281
Building Share Value into the Future
Relating IMC Programs to Brand Equity and Shareholder Value	p. 299
Methods of Measuring Brand Equity	p. 321
Organizing for Integration	p. 349
Future Directions for IMC	p. 371
Notes	p. 385
Literary Credits	p. 393
Index	p. 395
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