Integrated Marketing Communications false
By:Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn
Published on 1993-01 by McGraw Hill Professional
|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.
This Book was ranked at 11 by Google Books for keyword marketing.
Book ID of Integrated Marketing Communications's Books is CCtUdW7EFogC, Book which was written byDon E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterbornhave ETAG "zE6wG0OK0X8"
Book which was published by McGraw Hill Professional since 1993-01 have ISBNs, ISBN 13 Code is 9780844233635 and ISBN 10 Code is 0844233633
Reading Mode in Text Status is false and Reading Mode in Image Status is false
Book which have "218 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
eBook Version Availability Status at PDF is falseand in ePub is false
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Integrated Marketing Communications byDon E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn
Integrated Marketing Communications -Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn- 9780844233635
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