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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
- Sales Rank: #150852 in Books
- Published on: 2003-10-22
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.31" w x 6.20" l, 1.50 pounds
- Binding: Hardcover
- 320 pages
From the Back Cover
All about today's IMC--what it is, what it means to you, and how to use it to power your organization's growth and financial success!
With his breakthrough book Integrated Marketing Communications, Don Schultz first showed marketers how to integrate internal and external communication into a dynamic, value-adding asset. In IMC--The Next Generation, Schultz teams with Heidi Schultz to offer updated insights on today's newly powerful business and communication model using the IMC approach. Let it show you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.
Praise for IMC--The Next Generation
"Having pioneered the concept of integrated marketing communications (IMC), Don and Heidi Schultz now show all of the strategic and tactical steps that will make the 'new marketing' work for you. I will gladly recommend this book to CMOs and CEOs who want to win using a combination of strong brand building and direct-to-customer marketing."
--Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University, and author of Marketing Management
"Don and Heidi Schultz have placed IMC where it belongs--at the center of the organization as a core business strategy to drive long-term shareholder value. The book is fundamental in scope, detailed in its analysis, and far-reaching in its implications."
--Shekar Swamy, President, R K SWAMY/BBDO Advertising Ltd.
"A marketing book that every senior executive has to read. Don and Heidi have the ability to communicate IMC principles with compelling simplicity, using practical examples to support well-thought theories."
--John Wallis, Senior Vice President Marketing, Hyatt International Corporation
"In this new centerpiece for IMC, Don and Heidi present a comprehensive and actionable road map to build, manage, and measure integrated marketing communication programs and link them to what really matters in business: value creation."
--Javier Trevino, Vice President for Corporate Communications, CEMEX
"Unlike any other business model--including the highly touted customer relationship management approach--IMC uniquely integrates all the pieces of an organization around a single factor: the wants and needs of customers. Satisfying those wants and needs leads to the core business objective of creating value for shareholders. And that is the objective of this book: helping practitioners move from seeing IMC simply as a means of coordinating communication to viewing it as a core business strategy that is based on measurable communication inputs and outputs."
--From Chapter 1
With today's increased emphasis on technology, branding, and globalization, communication is more than just a tactical corporate activity--it becomes a key element in ongoing success. Results-driven communication now allows you to treat each of your customers as individuals with distinct wants and needs, then answer those needs as you build both sustainable competitive advantage and measurable return on your marketing investments.
IMC--The Next Generation outlines a step-by-step process for combining and coordinating every method through which your organization communicates with customers. Built around the strategic ideas and insights that author Don Schultz used to help launch the IMC revolution, this hands-on book combines research-based insights with real-world examples to explore how businesses can leverage the IMC model to:
- Seamlessly integrate all internal and external communications programs
- Communicate positive messages to customers at every contact point, for every reason
- Implement value-based business approaches that generate cash flows and shareholder value
Since its introduction over a decade ago, integrated marketing communication has progressed from a communication-only approach to a full-fledged business strategy, one that combines and focuses all of the organization's functions and activities around its customers. IMC--The Next Generation reveals how IMC can be implemented in organizations of virtually any size, in any economic climate, and in any geographic area to determine how much to invest in marketing communication, how to increase the returns on those investments, and how to deliver measurable and identifiable outcomes--to position and prepare your organization for success in today's evolving, undefined, and virtually limitless business landscape.
About the Author
Don Schultz is one of today's most knowledgeable and respected leaders in the field of marketing and communication. A professor emeritus-in-service of integrated marketing communications at Northwestern University, Schultz is also president of the consulting firm Agora, Inc., and an external director of Simon Richards, Melbourne and Brand Finance, London. He has authored 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 monthly city magazine.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Four Stars
By Deborah
great read
7 of 7 people found the following review helpful.
If You Care About Integrated Marketing, You'll Read This Book
By Joe Pulizzi
This book has been a bible of sorts for me over the past few years. Anyone trying to figure out what's going on in social media and the changing nature of the buyer, should take a read through this first.
Some of the areas may be a bit hard to grasp, but the methodology makes sense, and the Schultz team breaks it down into a step-by-step process that will make your marketing programs measurable (if you follow their advice).
This book is not for the marketing hobbyist, but will be well worth it for anyone in business or marketing that cares about creating long-term relationships with their customers (and measuring the progress).
5 of 6 people found the following review helpful.
Good Theory - Bad Editing
By R Sanchez
IMC The Next Generation is a very good overview of what Integrated Marketing and Communication is and how IMC can be implemented into a business. The writing itself is about as dry and uninspiring as central Texas in August, but the ideas are there in a fair amount of detail. It also includes some of the real life problems a marketer may come across when trying to implement an IMC program into an existing business.
Full disclosure: I have not finished the book, so I can't speak for anything past chapter 8, but a couple of things to be aware of. There are some very critical errors in some of the charts and formulas and I have not received an answer from either the publisher or the authors to let me know exactly what the correction would be. These errors could skew any assumptions on the value of customers very significantly, so it would be nice to know if the mistake was in the formula itself or how they used it in the example given.
Starting on page 110, they give a formula for determining a customer brand value then pose a scenario using quantity estimations from research and existing customer data. Then they fill in the formula from those estimations. But it seems they don't use the same numbers when doing the final math.
P x BR x SOP x CM = CBV
In the example they say Penetration (P) is the number (percentage) of customers they have of the total number of customers. (40,000 out of 100,000) 40% or .4
Then when they do the math, they use the number (2) in the penetration (P) slot. Where does the 2 come from?
Then they say the buying rate averages 12 cartridges per printer x 2 printers per customer per year. That's 24 cartridges per customer per year, yet when they enter the number into BR number of the formula, they use 12 instead of 24.
The SOP (.65) and the gross margin ($6.50) numbers seem correct.
But plugging the numbers into the formula, the difference in average annual value per customer is significant when you substitute what should be the right numbers.
2 x 12 x .65 x 6.5 = $101.40 numbers they used for the calculation)
compared to
.4 x 24 x .65 x 6.5 = $40.56 numbers I think they should have used)
Then on pages 113-114 the figures between Exhibit 5.2 and the explanation of groups B & C seem to be swapped.
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