Don E Schultz: 2 books
IMC, The Next Generation
Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
Language: English
Release Date: August 22, 2003
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...
by Don E. Schultz, Beth E. Barnes, Heidi F. Schultz
Language: English
Release Date: January 28, 2015
Language: English
Release Date: January 28, 2015
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together....