MARC Record from marc_columbia

LEADER: 05860mam a2200385 a 4500
001 2120841
005 20220615210256.0
008 911119t19931993ilua 001 0 eng
010 $a 91044518
020 $a0844233633
035 $a(OCoLC)ocm24953781
035 $9ANF9242CU
035 $a2120841
040 $aDLC$cDLC$dIAI$dMLX$dOrLoB-B
050 00 $aHF5415.123$b.S38 1993
082 00 $a658.8/02$220
100 1 $aSchultz, Don E.$0http://id.loc.gov/authorities/names/n80062683
245 10 $aIntegrated marketing communications /$cDon E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn.
260 $aLincolnwood, Ill., USA :$bNTC Business Books,$c[1993], ©1993.
300 $axvii, 218 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
500 $aIncludes index.
505 00 $g1.$tA History of Integrated Marketing Communications: Why Is It Important Now?$tWorld War II.$tThe Manufacturing Hero.$tMass Marketing.$tDemassification.$tEmpowerment.$tFuture Trends.$tIntegration --$g2.$tHow Marketing Communications Works: Or At Least How We Think It Works.$tHow Communications Changed.$tUnderstanding Information Processing.$tInformation Processing and Integrated Marketing Communications.$tReplacement or Accumulation? Which Is the Right Model? --$g3.$tThe Basics of Developing an Integrated Marketing Program: How to Get Started.$tLogistics and Communication.$tThe New Concept of Marketing Communications.$tNetworks and Accumulation Revisited.$tCategory and Brand Networks.$tMoving from One-Way to Two-Way Communications.$tEnter the Database.$tThe Integrated Marketing Communications Planning Model.$tThe Circular Nature of Integrated Marketing Communications.$tSome Additional Examples of the Planning Form.$tThe Specifics of Planning --
505 80 $g4.$tStrategy Is Everything: Planning the Direction of the Communications Program.$tYou Need a Communication Strategy!$tA New Way of Thinking.$tThe Strategy Is the Thinking Process.$tHow to Think through a Strategy.$tThe Target Buying Incentive.$tThe Product Reality - What's in the Product?$tProduct Perception - What's in the Head?$tKnow Your Competition.$tThe Competitive Consumer Benefit.$tThe Reason to Believe.$tTonality/Personality.$tCommunication/Action Objectives.$tPerceptual Change.$tCustomer Contact Points.$tThe Future --$g5.$tFrom Strategy to Creative Execution: Capturing the Imagination.$tThe Creative Process.$tThe Creative Person.$tThe Selling Idea.$tWhere Does the Selling Idea Come From?$tDon't Settle for Less than a Good Idea --$g6.$tCompensation: How Much for Doing What?$tIncentive Systems.$tOther Compensation Systems --$g7.$tMeasurement: What Did We Really Get from All the Time, Work, and Money We Invested?$tDatabase Analysis.$tMeasuring Integrated Marketing Communications --
505 80 $g8.$tHow to Measure Consumer Responses: Establishing Effective Two-Way Communication.$tPlan in Advance.$tHow to Measure Changes in the Brand Network.$tHow to Measure Contacts.$tHow to Measure Consumer Commitment.$tHow to Measure Customer Purchases.$tCircular Systems.$tThe Next Stages of Measurement --$g9.$tBarriers to Integration: Overcoming the Stumbling Blocks.$tWhy Doesn't Everyone Buy In Immediately?$tPlanning Systems and Marketing Thinking.$tOrganizational Structure As a Barrier to IMC.$tCapability, Control, and Commitment.$tBasic Requirements to Overcome The Barriers to IMC --$g10.$tTwo Case Histories: Does Integrated Marketing Communications Really Work?$tThe American Cancer Society.$tThe Milk Carton Case.
520 $aIntegrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track.
520 8 $aThe answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message.
520 8 $aThis book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options?
520 8 $aHow can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.
520 8 $aAn incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.
650 0 $aCommunication in marketing.$0http://id.loc.gov/authorities/subjects/sh85029077
700 1 $aTannenbaum, Stanley I.$0http://id.loc.gov/authorities/names/n84231781
700 1 $aLauterborn, Robert F.$0http://id.loc.gov/authorities/names/n91117827
852 00 $boff,bus$hHF5415.123$i.S38 1993