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IMC,the Next GenerationDon E Schultz Heidi Schultz 著
内容提要：
'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 that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes 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 today?s IMC model to:~~Integrate internal and external communications programs~Influence customers at every contact point~Build long-term brand relationships~
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 communications at Northwestern University,Schultz ia also president of the consulting 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.
目录：
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
Interaction Among Agencies
Agency Percceptions 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 Consumer 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:PLANNING MESSAGES 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
Literary Credits
Index
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