IMC, The Next Generation by Don Schultz
Explains IMC: what it is, what it means to you, and how to use it to power your organization's growth and financial success. This book shows you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.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.
| SKU | Unavailable |
| ISBN 13 | 9780071416627 |
| ISBN 10 | 0071416625 |
| Title | IMC, The Next Generation |
| Author | Don Schultz |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 2003-11-16 |
| Number of pages | 320 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |