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'Strategies for binding customers to an ***anization--by determining the information they want and giving it to them~In 1993, Don Schultz showed marketers how to coordinate their ***anizati***' entire communicati*** programs with the seminalIntegrated Marketing Communicati***. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an ***anization chooses to send to encompass the information that the custome***ishes to receive or have access to.IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use todayÆs IMC model to:~~Integrate internal and external communicati*** programs~Influence customers at every contact point~Build long-term brand relati***hips~

作者简介:

DON SCHULTX,is one of today's most knowledgeable and respectes leaders in the field of marketing and communication.A professor emeritrs-inservice of integrated marketing communicati*** at Northwestern University,Schultz ia also president of the c***ulting firm Agora,Inc,and an external director of Simon Richards,Melbourne and Brand Finance,London.He has autheored 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 monghtly city magazine.

Preface

Acknowledgments

PartⅠWHAT IS VALUE-BASED IMC?

CHAPTER 1 IMC:FROM COMMUNICATION TACTIC TO PROFIT-BUILDING STRATEGY

A Shift Away from the Four Ps

A Parallel Shifi in Marketing Spending

Demand for IMC

Drivers of IMC

Techonlogy

Branding

Globalization

New Challenges

Moving On

CHPATER 2 WHAT WE KINOW ABOUT IMC

Best Practice Benchmarks is IMC

Four Stages of Development

Stage 1:Coordination of Tactical Communication Efforts

Stage 2:Redefnition of the Scope of Marketing Communication

Stage 3:Application of Information Technology

Stage 4:Financial and Strategic Inegration

The Move Forward

The Agency Role:A Global Perspective

Research Method and Participants

In***ction Among Agencies

Agency Perccepti*** of IMC

Leveraging of Customer Information:A Data Application Study

Sources of Customer Data

Data Gathering,Management,and Integration

Moving On

CHAPTER 3: GUIDING PRINCIPLES OF VALUE-BASED IMC

IMC at Work:Inter Inside

Eight Guiding Principles of IMC

Guiding Principle 1:Become a Customer-Centric Organization

Guiding Principle 2:Use Oustide-In Planning

Guiding Principle 3:Focus on the Total Customer Experience

Guiding Principle 4:Align C***umer Goals with

Corporate Objectives

Guiding Principle 5:Set Customer Behavior Objectives

Guiding Principle 6:Treat Customers as A ssets

Guiding Principle 7:Streamline Functional Activities

Guiding Principle 8:Converge Marcom Activities

Compensation

IMC:A Five-Step Process

IMC:A Five-Step Process

Stpe 1:Identifying Customers and Prospects

Stpe 2:Estimating the Value of Customers and Incentives

Stpe 3:Planning Commmunication Messages and Incvestment

Stpe 4:Estimating Return on Customer Investment

Stpe 5:Postprogram Analysis and Future Planning

Moving On

PART Ⅱ STEP1:IDENTIFYING CUSTOMERS AND PROSPECTS

PART Ⅲ STEP2:ESTIMATING THE VALUE OF CUSTOMERS AND PROSPECTS

PART Ⅳ STEP3:PLANNIN***ESSAGES AND INCENTIVES

PART Ⅴ STEP4:ESTIMATING RETURN ON CUSTOMER INVESTMENT

PART Ⅵ STEP5:POSTPROGRAM ANALYSIS AND FUTURE PLANNING

PART Ⅶ BUILDING SHARE VALUE INTO THE FUTURE

Notes

Li***ry Credits

Index

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书籍介绍

This book is all about today's IMC - what it is, what it means to you, and how to use it to power your ***anization's growth and financial success! With his breakthrough book "Integrated Marketing Communicati***", Don Schultz first showed marketers how to integrate internal and external communication into a dynamic, value-adding asset. In "IMC - The Next Generation", Schultz teams with Heidi Schultz to offer updated insights on today's newly powerful business and communication model using the IMC approach. Let it show 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.'Having pioneered the concept of integrated marketing communicati*** (IMC), Don and Heidi Schultz now show all of the strategic and tactical steps that will make the 'new marketing' work for you. I will gladly recommend this book to CMOs and CEOs who want to win using a combination of strong brand building and direct-to-customer marketing' - Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University, and author of "Marketing Management". 'Don and Heidi Schultz have placed IMC where it belongs - at the center of the ***anization as a core business strategy to drive long-term shareholder value. The book is fundamental in scope, detailed in its ***ysis, and far-reaching in its implicati***' - Shekar Swamy, President, R K SWAMY/BBDO Advertising Ltd.'A marketing book that every senior executive has to read. Don and Heidi have the ability to communicate IMC principles with compelling simplicity, using practical examples to *** well-thought theories' - John Wallis, Senior Vice President Marketing, Hyatt International Corporation. 'In this new centerpiece for IMC, Don and Heidi present a comprehensive and actionable road map to build, manage, and measure integrated marketing communication programs and link them to what really matters in business: value creation' - Javier Trevino, Vice President for Corporate Communicati***, CEMEX.'Unlike any other business model - including the highly touted customer relati***hip management approach - IMC uniquely integrates all the pieces of an ***anization around a single factor: the wants and needs of customers. Satisfying those wants and needs leads to the core business objective of creating value for shareholders. And that is the objective of this book: helping practitioners move from seeing IMC simply as a means of coordinating communication to viewing it as a core business strategy that is based on measurable communication inputs and outputs' - From Chapter 1.With today's increased emphasis on technology, branding, and globalization, communication is more than just a tactical corporate activity - it becomes a key element in ongoing success. Results-driven communication now allows you to treat each of your customers as individuals with distinct wants and needs, then answer those needs as you build both sustainable competitive advantage and measurable return on your marketing investments."IMC - The Next Generation" outlines a step-by-step process for combining and coordinating every method through which your ***anization communicates with customers. Built around the strategic ideas and insights that author Don Schultz used to help launch the IMC revolution, this hands-on book combines research-based insights with real-world examples to explore how businesses can leverage the IMC model to: seamlessly integrate all internal and external communicati*** programs; communicate positive messages to customers at every contact point, for every reason; implement value-based business approaches that generate cash flows and shareholder value; since its introduction over a decade ago, integrated marketing communication has progressed from a communication-only approach to a full-fledged business strategy, one that combines and focuses all of the ***anization's functi*** and activities around its customers." IMC - The Next Generation" reveals how IMC can be implemented in ***anizati*** of virtually any size, in any economic climate, and in any geographic area to determine how much to invest in marketing communication, how to increase the returns on those investments, and how to deliver measurable and identifiable outcomes - to position and prepare your ***anization for success in today's evolving, undefined, and virtually limitless business landscape.