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Integrated Marketing Communications
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.
IMC, The Next Generation
This guide offers a contemporary approach to the Integrated Marketing Communications (IMC) model that emphasizes narrowing in upon what specific customers and prospects and potential prospects, stakeholders, shareholders, and employees see and hear about an entire organization.
Media Generations
It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970's and 1980's. While they are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer and their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences.
IMC, The Next Generation
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
Nowhere to Hide
A new approach to help kids with ADHD and LD succeed in and outside the classroom This groundbreaking book addresses the consequences of the unabated stress associated with Learning disabilities and ADHD and the toxic, deleterious impact of this stress on kids' academic learning, social skills, behavior, and efficient brain functioning. Schultz draws upon three decades of work as a neuropsychologist, teacher educator, and school consultant to address this gap. This book can help change the way parents and teachers think about why kids with LD and ADHD find school and homework so toxic. It will also offer an abundant supply of practical, understandable strategies that have been shown to reduce stress at school and at home. Offers a new way to look at why kids with ADHD/LD struggle at school Provides effective strategies to reduce stress in kids with ADHD and LD Includes helpful rating scales, checklists, and printable charts to use at school and home This important resource is written by a faculty member of Harvard Medical School in the Department of Psychiatry and former classroom teacher.
Retail Communities
Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways-all intent on achieving individual goals. Until today! Interactive digital technologies have created new communities of customers-communities that demand radically different views, approaches and methodologies. RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch's SIMM(r), CIA(tm) and Shopper MindSet(tm) consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the "retail communities" idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the "Retail Theater." Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.
Sales Promotion Essentials
Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals.
Eloquent Science
Mary Grace Soccio. My writing could not please this kindhearted woman, no matter how hard I tried. Although Gifed and Talented seventh-grade math posed no problem for me, the same was not true for Mrs. Soccio’s English class. I was frustrated that my frst assignment only netted me a C. I worked harder, making re- sion afer revision, a concept I had never really put much faith in before. At last, I produced an essay that seemed the apex of what I was capable of wr- ing. Although the topic of that essay is now lost to my memory, the grade I received was not: a B?. “Te best I could do was a B??” Te realization sank in that maybe I was not such a good writer. In those days, my youthful hubris did not understand abouc t apacity bui- ing. In other words, being challenged would result in my intellectual growth— an academic restatement of Nietzsche’s “What does not destroy me, makes me stronger.” Consequently, I asked to be withdrawn from Gifed and Talented English in the eighth grade.
Understanding China's Digital Generation
A Marketer's Guide to Understanding China's Digital Generation China's Digital Generation is driving the country's rapidly growing consumer economy. These savvy young consumers are a powerful force, shaping China's markets now and for years to come. Drawing on the massive ProsperChina Quarterly Survey, this book presents a clear, practical view of how this generation acts, shops, and plans for the future. Ample comparisons are made between Chinese and U.S. consumers, providing useful cultural and behavioral benchmarks for marketers of consumer products and services. A must-read for global leaders developing, refining and implementing marketing and communication programs in the world's most challenging and complicated market.
