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IMC, the next generation = five step...

Schultz, Heidi F.

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IMC, the next generation = five steps for delivering value and measuring returns using marketing communication /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	IMC, the next generation/ by Don E. Schultz, Heidi F. Schultz.
其他題名:	five steps for delivering value and measuring returns using marketing communication /
其他題名:	Integrated marketing communication, the next generation
作者:	Schultz, Don E.
其他作者:	Schultz, Heidi F.
出版者:	New York :McGraw-Hill, : c2004.,
面頁冊數:	xxiii, 408 p. :charts ;24 cm.
內容註:	What is value-based IMC?. IMC: from communication tactic to profit-building strategy -- What we know about IMC -- 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 -- The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery -- Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement -- Estimating short-term return on customer investment -- 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 -- Methods of measuring brand equity -- Organizing for intergration -- Future directions for IMC.
標題:	Brand name products. -
電子資源:	http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=124517An electronic book accessible through the World Wide Web; click for information
ISBN:	0071436219 (electronic bk.)

IMC, the next generation = five steps for delivering value and measuring returns using marketing communication /
Schultz, Don E.

IMC, the next generationfive steps for delivering value and measuring returns using marketing communication /[electronic resource] :Integrated marketing communication, the next generationby Don E. Schultz, Heidi F. Schultz. - New York :McGraw-Hill,c2004. - xxiii, 408 p. :charts ;24 cm.

Includes bibliographical references and index.

What is value-based IMC?. IMC: from communication tactic to profit-building strategy -- What we know about IMC -- 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 -- The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery -- Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement -- Estimating short-term return on customer investment -- 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 -- Methods of measuring brand equity -- Organizing for intergration -- Future directions for IMC.

Electronic reproduction.
Boulder, Colo. :
NetLibrary,
2004.

Available via World Wide Web.

ISBN: 0071436219 (electronic bk.)Subjects--Topical Terms:

581855
Brand name products.
Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5415 / .S3595 2004eb

Dewey Class. No.: 381

IMC, the next generation = five steps for delivering value and measuring returns using marketing communication /
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100 $a Schultz, Don E. $3 740870
245 1 0 $a IMC, the next generation $h [electronic resource] : $b five steps for delivering value and measuring returns using marketing communication / $c by Don E. Schultz, Heidi F. Schultz.
246 3 $a Integrated marketing communication, the next generation
260 $a New York : $c c2004. $b McGraw-Hill,
300 $a xxiii, 408 p. : $b charts ; $c 24 cm.
504 $a Includes bibliographical references and index.
505 0 $a What is value-based IMC?. IMC: from communication tactic to profit-building strategy -- What we know about IMC -- 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 -- The partnership of integration and reciprocity. Step 3: planning messages and incentives. Planning marcom delivery -- Planning marcom content. Step 4: estimating return on customer investment. Basics of IMC measurement -- Estimating short-term return on customer investment -- 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 -- Methods of measuring brand equity -- Organizing for intergration -- Future directions for IMC.
533 $a Electronic reproduction. $b Boulder, Colo. : $c NetLibrary, $d 2004. $n Available via World Wide Web. $n Access may be limited to NetLibrary affiliated libraries.
650 $a Brand name products. $3 581855
650 $a Business communication. $3 535059
650 $a Customer services. $3 657636
650 $a Marketing. $3 536353
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