IMC, the next generation
Subtitle: five steps for delivering value and measuring financial returns
By: by Don E. Schultz, Heidi F. Schultz.
Contributors: Schultz, Heidi F.
Publisher: McGraw-Hill
Published: 2004
Place of publication: New York
Language: eng
Number of pages: 408
Subjects: Marketing; Business communication; Brand name products; Customer services
Notes: Includes bibliographical references and index.
Table of contents: title: What is value-based IMC?. IMC: from communication tactic to profit-building strategy; title: What we know about IMC; title: 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; title: The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery; title: Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement; title: Estimating short-term return on customer investment; title: 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; title: Methods of measuring brand equity; title: Organizing for intergration; title: Future directions for IMC.