Schultz D. E. IMC : the next generation : five steps for delivering value and measuring returns using marketing communication. New York, 2004. Большая российская энциклопедия

Заглавие:: IMC : the next generation : five steps for delivering value and measuring returns using marketing communication
Автор:: Schultz Don E.
Место издания:: New York
Издатель:: McGraw-Hill
Дата издания:: 2004
Объём:: 408 p.
ISBN:: 0071416625
Сведения о содержании:: What 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 integration -- Future directions for IMC
Язык текста:: Английский