IMC, the next generation : five steps for delivering value and measuring financial returns /
Guardado en:
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
New York :
McGraw-Hill,
c2004.
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| Materias: | |
| Acceso en línea: | Contributor biographical information Publisher description |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 001 | 990000538310204151 | ||
| 005 | 20180214134731.0 | ||
| 008 | 030214s2004 nyua 000 0 eng | ||
| 010 | |a 2003003687 | ||
| 015 | |a GBA3-V1988 | ||
| 020 | |a 0071416625 (hardcover : alk. paper) | ||
| 020 | |a 9780071416627 (hardcover : alk. paper) | ||
| 035 | |a (OCoLC)000053831 | ||
| 035 | |a (udesa)000053831USA01 | ||
| 035 | |a (OCoLC)51722739 | ||
| 035 | |a (OCoLC)990000538310204151 | ||
| 040 | |a DLC |c DLC |d UKM |d C#P |d CDS |d BAKER |d DST |d BTCTA |d YDXCP |d LVB |d OCLCQ |d IG# |d U@S | ||
| 042 | |a pcc | ||
| 049 | |a U@SA | ||
| 050 | 0 | 0 | |a HF5415 |b .S359 2004 |
| 082 | 0 | 0 | |a 658.8 |2 21 |
| 100 | 1 | |a Schultz, Don E. | |
| 245 | 1 | 0 | |a IMC, the next generation : |b five steps for delivering value and measuring financial returns / |c by Don E. Schultz, Heidi F. Schultz. |
| 246 | 3 | |a Integrated marketing communications, the next generation : |b five steps for delivering value and measuring financial returns | |
| 260 | |a New York : |b McGraw-Hill, |c c2004. | ||
| 300 | |a xxiii, 408 p. : |b ill. ; |c 24 cm. | ||
| 505 | 0 | |a 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. | |
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Business communication. | |
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Customer services. | |
| 700 | 1 | |a Schultz, Heidi F. | |
| 856 | 4 | 2 | |3 Contributor biographical information |u http://www.loc.gov/catdir/bios/mh042/2003003687.html |
| 856 | 4 | 2 | |3 Publisher description |u http://www.loc.gov/catdir/description/mh031/2003003687.html |