. 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.
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. 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.
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. 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:
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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?
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Extensive examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.
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An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists..
Customer Reviews:
Avg. Customer Rating: 4.5 / 5.0
Changed Karen's life:
My wife Karen's mentor, Bob Lauterborn, is one of the three co-authors who created Integrated Marketing Communication. This concept inspired her to return to UNC to get her PhD. This concept is still shaping the marketing and advertising landscape today. Author, "Trust is Everything: Become the leader others will follow"
Eye opening!:
They should be teaching this book in every university marketing class. Completely changed the way I look at B-2-B marketing and strategy development! After 12 years in the field, using Kottler's teachings -- this completely blows all that right out of the water! If you have an opportunity to hear Lauterborn speak -- do it. His concepts on 1-to-1 marketing are brilliant and he is an inspiring teacher. Absolutely one of the best books on B-2-B marketing ever written!
What makes an integrated marketing communications firm work:
Integrated Marketing Communications describes the nuts and bolts of what makes an integrated marketing communications firm work: strategy, execution and measurement. The authors also go into detail describing common barriers - and solutions- to running an effective IMC orgainzation. The book is rather academic, but full of valuable information, especially for a beginner to IMC or any of its elements. The charts and graphs are often confusing, but usually help drive home a good point. Two case studies at the... more info
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