MARC Record from bcl_marc

LEADER: 02057cam 22003254a 45e0
005 20040210150920.0
008 030214s2004 nyua b 001 0 eng
010 $a2003003687
015 $aGBA3-V1988
020 $a0071416625 (hardcover : alk. paper)
035 $a(OCoLC)ocm51722739
040 $aDLC$cDLC$dUKM$dC#P$dCDS
042 $apcc
049 $aBXMM
050 00 $aHF5415$b.S3595 2004
082 00 $a658.8$221
100 1 $aSchultz, Don E.
245 10 $aIMC, the next generation :$bfive steps for delivering value and measuring financial returns /$cby Don E. Schultz, Heidi F. Schultz.
260 $aNew York :$bMcGraw-Hill,$cc2004.
300 $axxiii, 408 p. :$bill. ;$c24 cm.
504 $aIncludes bibliographical references and index.
505 0 $aWhat 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.
650 0 $aMarketing.
650 0 $aBusiness communication.
650 0 $aBrand name products.
650 0 $aCustomer services.
700 1 $aSchultz, Heidi F.
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/description/mh031/2003003687.html
948 $aLTI 02/13/2004
994 $aE0$bBXM