IMC the next generation : five steps for delivering value and measuring returns using marketing communication
Schultz, Don
IMC the next generation : five steps for delivering value and measuring returns using marketing communication by Don Schultz and Heidi Schultz - New York: McGraw Hill 2003 - xxiii, 408p., notes, ind. 24 cm x 16 cm
0071416625
behaviour
brand name product
building share value into the future
business communication
communication tactic to profit building strategy
customer investment
customer services
determine financial values of customers and customer group
identifying customers and prospects
investment short term and long term
marketing
planning messages and incentives
658.8 / SCH
IMC the next generation : five steps for delivering value and measuring returns using marketing communication by Don Schultz and Heidi Schultz - New York: McGraw Hill 2003 - xxiii, 408p., notes, ind. 24 cm x 16 cm
0071416625
behaviour
brand name product
building share value into the future
business communication
communication tactic to profit building strategy
customer investment
customer services
determine financial values of customers and customer group
identifying customers and prospects
investment short term and long term
marketing
planning messages and incentives
658.8 / SCH