000 05412mam a2200337 a 4500
001 2120841
003 OSt
005 20180619082421.0
008 911119s1993 ilua 001 0 eng
010 _a 91044518
020 _a9780077111205
035 _a(OCoLC)ocm24953781
040 _aUMI
_cUMI
_dUMI
082 0 0 _a658.802
_220
_bOUW
100 1 _aOuwersloot, Hans
_914259
245 1 0 _aIntegrated marketing communications /
_cHans Ouwersloot, Tom Duncan.
260 _aLondon:
_bMcGraw-Hill,
_cc2008.
300 _axvii, 218 p. :
_bill. ;
_c24 cm.
504 _aIncludes index.
505 0 0 _g1.
_tA History of Integrated Marketing Communications: Why Is It Important Now?
_tWorld War II.
_tThe Manufacturing Hero.
_tMass Marketing.
_tDemassification.
_tEmpowerment.
_tFuture Trends.
_tIntegration --
_g2.
_tHow Marketing Communications Works: Or At Least How We Think It Works.
_tHow Communications Changed.
_tUnderstanding Information Processing.
_tInformation Processing and Integrated Marketing Communications.
_tReplacement or Accumulation? Which Is the Right Model? --
_g3.
_tThe Basics of Developing an Integrated Marketing Program: How to Get Started.
_tLogistics and Communication.
_tThe New Concept of Marketing Communications.
_tNetworks and Accumulation Revisited.
_tCategory and Brand Networks.
_tMoving from One-Way to Two-Way Communications.
_tEnter the Database.
_tThe Integrated Marketing Communications Planning Model.
_tThe Circular Nature of Integrated Marketing Communications.
_tSome Additional Examples of the Planning Form.
_tThe Specifics of Planning --
505 8 0 _g4.
_tStrategy Is Everything: Planning the Direction of the Communications Program.
_tYou Need a Communication Strategy!
_tA New Way of Thinking.
_tThe Strategy Is the Thinking Process.
_tHow to Think through a Strategy.
_tThe Target Buying Incentive.
_tThe Product Reality - What's in the Product?
_tProduct Perception - What's in the Head?
_tKnow Your Competition.
_tThe Competitive Consumer Benefit.
_tThe Reason to Believe.
_tTonality/Personality.
_tCommunication/Action Objectives.
_tPerceptual Change.
_tCustomer Contact Points.
_tThe Future --
_g5.
_tFrom Strategy to Creative Execution: Capturing the Imagination.
_tThe Creative Process.
_tThe Creative Person.
_tThe Selling Idea.
_tWhere Does the Selling Idea Come From?
_tDon't Settle for Less than a Good Idea --
_g6.
_tCompensation: How Much for Doing What?
_tIncentive Systems.
_tOther Compensation Systems --
_g7.
_tMeasurement: What Did We Really Get from All the Time, Work, and Money We Invested?
_tDatabase Analysis.
_tMeasuring Integrated Marketing Communications --
505 8 0 _g8.
_tHow to Measure Consumer Responses: Establishing Effective Two-Way Communication.
_tPlan in Advance.
_tHow to Measure Changes in the Brand Network.
_tHow to Measure Contacts.
_tHow to Measure Consumer Commitment.
_tHow to Measure Customer Purchases.
_tCircular Systems.
_tThe Next Stages of Measurement --
_g9.
_tBarriers to Integration: Overcoming the Stumbling Blocks.
_tWhy Doesn't Everyone Buy In Immediately?
_tPlanning Systems and Marketing Thinking.
_tOrganizational Structure As a Barrier to IMC.
_tCapability, Control, and Commitment.
_tBasic Requirements to Overcome The Barriers to IMC --
_g10.
_tTwo Case Histories: Does Integrated Marketing Communications Really Work?
_tThe American Cancer Society.
_tThe Milk Carton Case.
520 _aIntegrated 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.
520 8 _aThe 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.
520 8 _aThis 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?
520 8 _aHow 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.
520 8 _aAn incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists.
650 0 _aCommunication in marketing.
_914260
700 1 _aDuncan, Tom
_914261
942 _2ddc
_cBK
999 _c5513
_d5513