Integrated Marketing Communications: Putting It Together & Making It Work
Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
Idioma: inglés
Editorial: McGraw-Hill, 1993
- Tapa dura
- Usado
Librería: Wonder Book, Frederick, MD, Estados Unidos de AmericaWonder Book
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Good condition. Very Good dust jacket. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains.
N° de ref. del artículo I11E-02109
- Título
- Integrated Marketing Communications: Putting It Together & Making It Work
- Autor
- Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
- Editorial
- McGraw-Hill
- Año de publicación
- 1993
- Estado
- Good
- Sobrecubierta
- Sobrecubierta Incluida
- Encuadernación
- Encuadernación de tapa dura
- Idioma
- inglés
- ISBN 10
- 0844233633
- ISBN 13
- 9780844233635
Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing--the fact that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete--and shows marketers how to get back on track.
The answer lies in customer-focused marketing, a key planning tool that can--in today's diverse, fragmented marketplace--explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message.
This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as:
- Who should control the communications program?
- How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options?
- How can companies resolve "turf battles" and combat fears of budget loss?
- How should the different players--agencies and suppliers--be compensated?
- And most importantly, how can the impact of an integrated strategy be measured and made accountable?
Extensive examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.
An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.
“Sinopsis” puede pertenecer a otra edición de este título.
Acerca del autor
Stanley Tannenbaum joined Northwestern University as Associate Professor in the Medill School of Journalism in 1983 and he now holds the Chair of the Advertising/ Integrated Marketing Communications Division.Tannenbaum started in advertising as a copywriter at a small package goods agency in Philadelphia, working on the introduction of Alpo Dog Food. He then went to RCA as a writer in charge of Sales Promotion, Cooperative Advertising and Public Relations. From RCA, he moved to Kenyon & Eckhardt in New York, an international advertising agency, where he rose from copywriter to Chairman of the Board. After 26 years at K&E, he joined his client, Turtle Wax, as Executive Vice President.Tannenbaum has served on the Board of the Association of American Advertising Agencies, the Advertising Council, and the National Advertising Review Board.
Robert E Lauterborn is the James L. Knight Professor of Advertising in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.For ten years prior to this appointment, Lauterborn was director of marketing communication and corporate advertising for International Paper Company. Before joining IP, he spent 16 years with General Electric in various industrial and corporate positions.Currently, Lauterborn is a principal of Morgan, Anderson & Company, a leading marketing communications management consulting firm. He has served on the boards of many professional organizations, including the ANA, ARF, B/PAA, AAF, BPA, CBBB, NARB, and several companies.
“Acerca de” puede pertenecer a otra edición de este título.
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