Integrated Marketing Communications
Don E. Schultz, Don E.. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn, Robert F.. Lauterborn, Heidi Schultz, Schultz Don, Tannenbaum Stanley, Lauterborn Robert, Stanley L Tannenbaum
McGraw Hill Professional, 1993 - Business & Economics - 218 pages
"Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track."--BOOK JACKET. "The answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message."--BOOK JACKET. "This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable?"--BOOK JACKET. "Extensive-examples and two in-depth success stories detail how top organizationsare sharpening their competitive edge through integrated communications programs."--BOOK JACKET. "An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists."--BOOK JACKET.
What people are saying - Write a review
this book is very outdated.. nearly twenty years old now!
sure, the concepts are still very academic and valuable to how the integrated marketing communications processes were formed, but there has been infinite amounts of change in the last twenty years and there are surely better books than this one to cover these changes.
i like this book, because of its language, i can understand the concept of integrated marketing in very well..............sachin s
Or At Least How
Understanding Information Processing
Information Processing and Integrated Marketing
9 other sections not shown