Imc
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Imc The Next Generation
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Author : Don E. Schultz
language : en
Publisher: McGraw Hill Professional
Release Date : 2003-08-22
Imc The Next Generation written by Don E. Schultz and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-08-22 with Business & Economics categories.
Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships
Imc Strong In Theory But Struggling In Practice
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Author : Katja Dienel
language : en
Publisher: diplom.de
Release Date : 2006-09-04
Imc Strong In Theory But Struggling In Practice written by Katja Dienel and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-04 with Business & Economics categories.
Inhaltsangabe:Abstract: Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept. Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications. IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success. To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter [...]
Integrated Marketing Communications
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Author : Don E. Schultz
language : en
Publisher: McGraw Hill Professional
Release Date : 1993
Integrated Marketing Communications written by Don E. Schultz and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
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.
The Imc Handbook
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Author : J. Stephen Kelly
language : en
Publisher: Racom Books
Release Date : 2015
The Imc Handbook written by J. Stephen Kelly and has been published by Racom Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Advertising categories.
A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1
Think Imc
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Author : Estaswara
language : id
Publisher: Gramedia Pustaka Utama
Release Date : 2008-09-19
Think Imc written by Estaswara and has been published by Gramedia Pustaka Utama this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-19 with Business & Economics categories.
Pesatnya perkembangan teknologi informasi tidak sekadar mengubah cara berkomunikasi manusia. Lebih dari itu, perkembangan ini berdampak luas di bidang bisnis, pemasaran, dan perusahaan (dalam hal bagaimana ia berhubungan dengan pelanggannya). IMC (Integrated Marketing Communications) lahir untuk menyikapi perubahan tersebut. Faktanya, sebagai konsep yang baru dan sedang berkembang, IMC masih dipahami secara berbeda sampai hari ini. Buku ini mencoba untuk mengeksplorasi sejarah pembangunan konsep IMC dari awak kelahirannya pada tahun 1980-an dan perkembangan sampai hari ini, pro kontra yang sering terjadi seputar IMC hingga bagaimana proses implementasinya di Indonesia yang bertujuan untuk mensintesiskan berbagai perbedaan pemikiran tentang IMC yang difokuskan pada perkembangan modern konsep IMC di dunia internasional.Buku ini menyajikan suatu petualangan intelektual dari satu pemikir IMC ke pemikir IMC lainnya secara lugas untuk memahami keseluruhan peta IMC dan memberikan sudut pandang baru dalam memahami IMC yang belum pernah ditulis dalam buku IMC lainnya. Bagi para praktisi, buku ini menjelaskan secara mendalam dan menyeluruh bagaimana IMC harus diimplementasikan dalam perusahaan untuk meningkatkan loyalitas merek dan laba perusahaan dan menyediakan prinsip-prinsip utama sebagai panduan dasar bagi implementasi IMC dalam praktik bisnis dewasa ini dan tantangan pemasaran dan komunikasi pemasaran di masa mendatang sehingga perusahaan mampu merespons secara tepat dan cepat persaingan pasar dan pergeseran perilaku konsumen.
Integrated Marketing Communication
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Author : Jerry Kliatchko
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2019-10-29
Integrated Marketing Communication written by Jerry Kliatchko and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-29 with Social Science categories.
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Principles Of Advertising Imc
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Author : Tom Duncan
language : en
Publisher: Irwin/McGraw-Hill
Release Date : 2005
Principles Of Advertising Imc written by Tom Duncan and has been published by Irwin/McGraw-Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Principles of Advertising and IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan's text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. Principles of Advertising and IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.
Advertising And Imc
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Author : Sandra Moriarty
language : en
Publisher:
Release Date : 2018-01-12
Advertising And Imc written by Sandra Moriarty and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-12 with Advertising categories.
Revised edition of Advertising & IMC, [2015]
The Evolution Of Integrated Marketing Communications
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Author : Don Schultz
language : en
Publisher: Routledge
Release Date : 2013-12-16
The Evolution Of Integrated Marketing Communications written by Don Schultz and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-16 with Business & Economics categories.
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.
The Imc Planpro Handbook
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Author : Kenneth E. Clow
language : en
Publisher: Prentice Hall
Release Date : 2007
The Imc Planpro Handbook written by Kenneth E. Clow and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
This supplemental package consists of booklet and disk, and is available from Prentice-Hall. The IMC Plan Pro disk provides an exercise for a student or business-person to prepare an entire marketing communications program. The booklet provides step-by-step instructions about how to use the disk and gives brief explanations of the IMC concepts that are part of the program.