IMC, The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
by Don E. Schultz, Heidi Schultz
This guide introduces five steps for delivering value and measuring returns using marketing communication, helping organizations align strategies with measurable business results.
About This Book
This book presents a structured approach to marketing communication in today’s environment.
It outlines five steps designed to help organizations deliver value through their communication efforts.
The content emphasizes the importance of measuring returns on marketing investments.
Readers will find guidance on aligning communication strategies with business objectives.
The authors draw on established principles to support effective marketing decision-making.
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