IMC, the next generation :five steps for delivering value and measuring returns using marketing communication

• 作者: Schultz, Don E.
• 其他作者: Schultz, Heidi F.
• 出版: New York : McGraw-Hill ©2004.
• 稽核項: 1 online resource (xxiii, 408 pages) :charts.
• 標題: Produits de marque. , Marketing. , BUSINESS & ECONOMICS Sales & Selling -- General. , MarketingGeneral. , Marketing , Brand name products. , Electronic books. , BUSINESS & ECONOMICS Marketing -- General. , BUSINESS & ECONOMICS Commerce. , Service à la clientèle. , Customer services. , Communication dans l'entreprise. , Business communication. , marketing. , Sales & SellingGeneral. , Commerce. , BUSINESS & ECONOMICS
• ISBN: 0071416625 , 9780071416627
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• 附註: Includes bibliographical references and index. 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.
• 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=124517
• 系統號: 005313007
• 資料類型: 電子書
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• 引用網址: 複製連結
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