| Record ID | marc_columbia/Columbia-extract-20221130-009.mrc:217498858:2773 |
| Source | marc_columbia |
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LEADER: 02773cam a22003614a 4500
001 4209379
005 20221027055208.0
008 030214t20042004nyua b 001 0 eng
010 $a 2003003687
015 $aGBA3-V1988
020 $a0071416625 (hardcover : alk. paper)
035 $a(OCoLC)ocm51722739
035 $a(NNC)4209379
035 $a4209379
040 $aDLC$cDLC$dUKM$dC#P$dOrLoB-B
042 $apcc
050 00 $aHF5415$b.S3595 2004
082 00 $a658.8$221
100 1 $aSchultz, Don E.$0http://id.loc.gov/authorities/names/n80062683
245 10 $aIMC, the next generation :$bfive steps for delivering value and measuring returns using marketing communication /$cDon Schultz, Heidi Schultz.
260 $aNew York :$bMcGraw-Hill,$c[2004], ©2004.
300 $axxiii, 408 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references (p. 385-392) and index.
505 00 $gPt. I.$tWhat is Value-Based IMC? --$gCh. 1.$tIMC: From Communication Tactic to Profit-Building Strategy --$gCh. 2.$tWhat We Know About IMC --$gCh. 3.$tGuiding Principles of Value-Based IMC --$gPt. II.$tStep 1: Identifying Customers and Prospects --$gCh. 4.$tHow to Define Customers and Prospects According to Behavior --$gPt. III.$tStep 2: Estimating the Value of Customers and Prospects --$gCh. 5.$tHow to Determine Financial Values of Customers and Customer Groups --$gCh. 6.$tThe Partnership of Integration and Reciprocity --$gPt. IV.$tStep 3: Planning Messages and Incentives --$gCh. 7.$tPlanning Marcom Delivery --$gCh. 8.$tPlanning Marcom Content --$gPt. V.$tStep 4: Estimating Return on Customer Investment --$gCh. 9.$tBasics of IMC Measurement --$gCh. 10.$tEstimating Short-Term Return on Customer Investment --$gCh. 11.$tEstimating Long-Term Return on Customer Investment --$gPt. VI.$tStep 5: Postprogram Analysis and Future Planning --$gCh. 12.$tPostprogram Analysis --$gPt. VII.$tBuilding Share Value into the Future --$gCh. 13.$tRelating IMC Programs to Brand Equity and Shareholder Value --$gCh. 14.$tMethods of Measuring Brand Equity --$gCh. 15.$tOrganizing for Integration --$gCh. 16.$tFuture Directions for IMC.
650 0 $aMarketing.$0http://id.loc.gov/authorities/subjects/sh85081333
650 0 $aBusiness communication.$0http://id.loc.gov/authorities/subjects/sh87004551
650 0 $aBrand name products.$0http://id.loc.gov/authorities/subjects/sh85016403
650 0 $aCustomer services.$0http://id.loc.gov/authorities/subjects/sh85034965
700 1 $aSchultz, Heidi F.$0http://id.loc.gov/authorities/names/n2003093947
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/description/mh031/2003003687.html
852 00 $boff,bus$hHF5415$i.S3595 2004