MARC Record from Ithaca College Library

LEADER: 02049cam a22003014a 45 0
001 320783
005 20041015111704.0
008 030214s2004 nyua b 001 0 eng
010 $a 2003003687
035 $a51722739
040 $aDLC$cDLC$dUKM$dC#P$dCDS$dXIM
015 $aGBA3-V1988
020 $a0071416625
042 $apcc
050 00 $aHF5415$b.S3595 2004
049 $aXIMM
100 1 $aSchultz, Don E.
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,$cc2004.
300 $axxiii, 408 p. :$bill. ;$c24 cm.
505 0 $aPt. I. What is value-based IMC? -- 1. IMC: from communication tactic to profit-building strategy -- 2. What we know about IMC -- 3. Guiding principles of value-based IMC -- Pt. II. Step 1: identifying customers and prospects -- 4. How to define customers and prospects according to behavior -- Pt. III. Step 2: estimating the value of customers and prospects -- 5. How to determine financial values of customers and customer groups -- 6. The partnership of integration and reciprocity -- Pt. IV. Step 3: planning messages and incentives -- 7. Planning marcom delivery -- 8. Planning marcom content -- Pt. V. Step 4: estimating return on customer investment -- 9. Basics of IMC measurement -- 10. Estimating short-term return on customer investment -- 11. Estimating long-term return on customer investment -- Pt. VI. Step 5: postprogram analysis and future planning -- 12. Postprogram analysis -- Pt. VII. Building share value into the future -- 13. Relating IMC programs to brand equity and shareholder value -- 14. Methods of measuring brand equity -- 15. Organizing for integration -- 16. Future directions for IMC.
504 $aIncludes bibliographical references and index.
650 0 $aMarketing.
650 0 $aBusiness communication.
650 0 $aBrand name products.
650 0 $aCustomer services.
700 1 $aSchultz, Heidi F.
994 $aC0$bXIM