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IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns
Strategies for binding customers to an organization--by determining the information they want and giving it to them
In 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 t
...moreKindle Edition
Published
(first published September 26th 2003)
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text for Integrated marketing Course at University of Utah.
Nov 07, 2011
Shakerra
rated it
4 of 5 stars
·
review of another edition
Shelves:
integrated-marketing-communication
Read this for class in the IMC program at Northwestern University where I have taken classes under both Don and Heidi Schultz. They are both excellent professors, so I am completely biased. However, this book lays out the IMC principles beautifully. It combines theory and practice so that that the reader will come away not just knowing the principles, but how the apply them.
Haven't read the entire book - only the assigned readings for a graduate course, so about 2/3 of the book. I think the book has some valuable information and I am keeping it to refer back to in the future.
Oct 27, 2012
Marwa Meetkes
marked it as to-read
Jul 09, 2010
Meghan
added it
Sep 03, 2008
Aroengbinang
rated it
3 of 5 stars
·
review of another edition
Shelves:
sales-marketing
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