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IMC the next generation: five steps for delivering value and measuring returns using marketing communication
Back in the late 1980s and early 1990s, we developed the concept of integrated marketing communications (IMC) and published what has since become the seminal work on this still-emerging topic, Integrated Marketing Communications: Putting It Together and Making It Work by Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn. Today, while the book remains a popular and useful work for marketing communications (marcom) specialists as well as top management, anyone reading it will clearly see that times have changed. George Herbert Walker Bush occupied the White House. Russian president Mikhail Gorbachov won the Nobel Peace Prize. China was just beginning to open its borders and its economy to the outside world. Asia was booming, driven by the Tiger economies. The Internet and mobile telephony were still the domain of computer geeks and a few academics, and not many of the rest of us even had E-mail addresses. No one had yet heard of dot.com companies. The field of marketing communications also bore little resemblance to today?s environment. Advertising?particularly television advertising?was still the dominant form of commercial communication. While David Aaker was on the verge of popularizing the branding phenomenon, most marketers still thought in terms of products, not brands. Most firms, too, were just beginning to realize that globalization of communication, finance, and transportation could tie the world together in ways that had never been previously imagined. Consolidation and concentration in manufacturing and distribution were just beginning to surface. And Wal-Mart was just starting its march to become the biggest retailer in the world. Against this background, integration was a new concept and one that businesspeople had difficulty understanding. Organizations were strictly divided into individual business functions or units, all separate, independent, and managed from the top down. There was little talk of cross-functional teams, and the concept of the ?flat? organization? without the usual management hierarchy?was little seen outside of Japan. The explosion of technology in the 1990s changed all that, radically altering the ways businesses and communication operated. It was into this tumultuous environment that IMC emerged. When Don Schultz, Stan Tannenbaum, and Bob Lauterborn?along with colleagues at Northwestern University?began to take integration seriously, many thought they had taken a wrong step. Some business practitioners, for instance, could not see beyond the functional systems around which their organizations were built. Others, notably advertising agencies, saw integration of marcom activities as a threat to their single-minded specialization. Others thought the reliance of integration on data, databases, and analysis would destroy marcom ?creativity.? Still others recognized the benefits of integration but believed the process was too difficult to implement within their own organizations. Despite the naysayers, integration hit its mark with a few forwardthinking pioneers who began to develop and implement IMC methodologies within their organizations, their agencies, their media systems, and, most of all, their classrooms and seminar halls. Today, few people involved in any form of marketing or marketing communication would say that integration is a bad thing. While there are still significant challenges to its implementation, the concept has achieved acceptance in businesses of all types. We talk of business systems, of integrated processes, of aligned and focused business teams, and of cross-functional work groups. And while the concept of integrated marketing communication has evolved more rapidly in some organizations than in others, it continues to take a stronger hold in companies around the world. So, since IMC has already gained in acceptance?in part because of the publication of the first book and its translation into at least twelve major languages?why is there a need to revisit the subject? The reasons are many and complex, representing the growth to maturity of what was, less than fifteen years ago, a revolutionary concept. In this book, we begin by reviewing the research, teaching, and practice that have taken place since the first book was published. Five major changes are imm
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| Tan 658.8 Sch i | PSB lt.dasar - Pascasarjana | 4 |
| Penerbit | New York McGraw Hill., 2003 |
|---|---|
| Edisi | - |
| Subjek | Marketing Customer services Business communication Brand name products |
| ISBN/ISSN | 9780071416627 |
| Klasifikasi | NONE |
| Deskripsi Fisik | xxiii, 408 p. : ill. ; 22 cm. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |