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| Preface Acknowledgments PartⅠWHAT IS VALUE-BASED IMC? CHAPTER 1 IMC:FROM COMMUNICATION TACTIC TO PROFIT-BUILDING STRATEGY A Shift Away from the Four Ps A Parallel Shifi in Marketing Spending Demand for IMC Drivers of IMC Techonlogy Branding Globalization New Challenges Moving On CHPATER 2 WHAT WE KINOW ABOUT IMC Best Practice Benchmarks is IMC Four Stages of Development Stage 1:Coordination of Tactical Communication Efforts Stage 2:Redefnition of the Scope of Marketing Communication Stage 3:Application of Information Technology Stage 4:Financial and Strategic Inegration The Move Forward The Agency Role:A Global Perspective Research Method and Participants Interaction Among Agencies Agency Percceptions of IMC Leveraging of Customer Information:A Data Application Study Sources of Customer Data Data Gathering,Management,and Integration Moving On CHAPTER 3: GUIDING PRINCIPLES OF VALUE-BASED IMC IMC at Work:Inter Inside Eight Guiding Principles of IMC Guiding Principle 1:Become a Customer-Centric Organization Guiding Principle 2:Use Oustide-In Planning Guiding Principle 3:Focus on the Total Customer Experience Guiding Principle 4:Align Consumer Goals with Corporate Objectives Guiding Principle 5:Set Customer Behavior Objectives Guiding Principle 6:Treat Customers as A ssets Guiding Principle 7:Streamline Functional Activities Guiding Principle 8:Converge Marcom Activities Compensation IMC:A Five-Step Process IMC:A Five-Step Process Stpe 1:Identifying Customers and Prospects Stpe 2:Estimating the Value of Customers and Incentives Stpe 3:Planning Commmunication Messages and Incvestment Stpe 4:Estimating Return on Customer Investment Stpe 5:Postprogram Analysis and Future Planning Moving On PART Ⅱ STEP1:IDENTIFYING CUSTOMERS AND PROSPECTS PART Ⅲ STEP2:ESTIMATING THE VALUE OF CUSTOMERS AND PROSPECTS PART Ⅳ STEP3:PLANNING MESSAGES AND INCENTIVES PART Ⅴ STEP4:ESTIMATING RETURN ON CUSTOMER INVESTMENT PART Ⅵ STEP5:POSTPROGRAM ANALYSIS AND FUTURE PLANNING PART Ⅶ BUILDING SHARE VALUE INTO THE FUTURE Notes Literary Credits Index |
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