IMC, The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication
by Don E. Schultz, Heidi Schultz
IMC, The Next Generation presents a five-step approach to marketing communication centered on delivering value and measuring returns. Don E. Schultz and Heidi Schultz offer a practical, accountability-focused perspective for readers interested in connecting communication activities with business outcomes.
About This Book
IMC, The Next Generation examines marketing communication through the lens of value creation and return measurement.
Don E. Schultz and Heidi Schultz present a five-step approach for organizing marketing communication activities and evaluating their contribution.
The book is intended for readers seeking a more accountable, measurement-focused perspective on integrated marketing communication.
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