Integrated Marketing Communications: Putting It Together & Making It Work by Don Schultz

Integrated Marketing Communications: Putting It Together & Making It Work by Don Schultz

Explains how by beginning with consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches various market segments with a single, unified message. This book shows how to put an integrated program into practice, with guidance on planning, coordinating, and controlling the communications process.

Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation. Stanley Tannenbaum joined Northwestern University as Associate Professor in the Medill School of Journalism in 1983 and he now holds the Chair of the Advertising/ Integrated Marketing Communications Division.Tannenbaum started in advertising as a copywriter at a small package goods agency in Philadelphia, working on the introduction of Alpo Dog Food. He then went to RCA as a writer in charge of Sales Promotion, Cooperative Advertising and Public Relations. From RCA, he moved to Kenyon & Eckhardt in New York, an international advertising agency, where he rose from copywriter to Chairman of the Board. After 26 years at K&E, he joined his client, Turtle Wax, as Executive Vice President.Tannenbaum has served on the Board of the Association of American Advertising Agencies, the Advertising Council, and the National Advertising Review Board. Robert E Lauterborn is the James L. Knight Professor of Advertising in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.For ten years prior to this appointment, Lauterborn was director of marketing communication and corporate advertising for International Paper Company. Before joining IP, he spent 16 years with General Electric in various industrial and corporate positions.Currently, Lauterborn is a principal of Morgan, Anderson & Company, a leading marketing communications management consulting firm. He has served on the boards of many professional organizations, including the ANA, ARF, B/PAA, AAF, BPA, CBBB, NARB, and several companies.

SKU	Nicht verfügbar
ISBN 13	9780844233635
ISBN 10	0844233633
Titel	Integrated Marketing Communications: Putting It Together & Making It Work
Autor	Don Schultz
Buchzustand	Nicht verfügbar
Bindungsart	Hardback
Verlag	NTC Publishing Group,U.S.
Erscheinungsjahr	2000-01-16
Seitenanzahl	240
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar