[书籍] IMC, The Next Generation[整合营销传播：创造企业价值的五大关键步骤]
出版社:
Mcgraw-Hill
简介:
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 ... 《整合营销传播：创造企业价值的五大关键步骤》是继《整合营销传播》、《全球整合营销传播IGMC》之后第三部里程碑式的IMC最新经典权威著作，舒尔茨夫妇已为IMC理论的发展和完善指明了前进的方向，更为IMC方案的执行和评估奠定了坚实的基础。本书最重要的价值之一就是通过全新地探讨和诠释IMC，在全球首次将IMC与企业价值创造联系起来，有力地证实了IMC不仅仅是当今企业营销传播活动的革命性创新工具，更是能够在企业战略管理层面实现客户投资回报评估、创造股东价值等的价值管理工具。
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