IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

Schultz, Don E. Schultz, Heidi F.

Ouvrage indisponible

Éditeur
McGraw-Hill Professional
Pages
320
Parution
octobre 2003
Format
Cartonné
Langue
Anglais
Dimensions
236 × 160 × 27 cm
EAN
9780071416627
  • Résumé

Explains IMC: what it is, what it means to you, and how to use it to power your organization's growth and financial success. This book shows you how to focus on identifying the right customers, determining their value, investing in them with communication programs, and then measuring the impact of and returns on those communication activities.
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