SKU: 44642698380

IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

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Description

IMC, the Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing CommunicationStrategies 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

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


Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 10/22/2003
ISBN: 9780071416627
Pages: 320
Weight: 1.50lbs
Size: 9.10h x 6.40w x 1.20d
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SKU: 44642698380

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4.7 ★★★★★
Based on 29 reviews
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J
Verified Purchase
Jon Parshall
Bozeman, US
★★★★★ 5
Groundbreaking Work!
Format: Hardcover
The first thing to note here is the author is trilingual. He's Polish by birth, writing very credibly in his second language (English), and using his Nihongo to translate Japanese source materials into English for the first time. Wow! As a historian myself, I only wish I had those kind of language skills. The second thing I'll say is that I learned a lot from the book. I've never seen many of the details the author had dug up. He's doing the same sort of thing that Tony Tully and I did in Shattered Sword--using the Japanese air group records, and Senshi Sosho, as well as more modern sources from Japanese historians like Mori Shiro--to paint a much richer picture of the Japanese side of the battle. And in some ways he's doing it better, because his language skills are so formidable that he was able to look at more Japanese source material than we were. Bravo Zulu. An example: for years American historians have portrayed the placement of Shoho in front of the Japanese invasion force as either 1) a bait force to lure the Americans away from Japan's main carrier force, or 2) at the very least an indication of extreme Japanese hubris, by sticking a lone light carrier's neck out waaaay too far. It turns out that there were a number of Japanese staff officers that were appalled at the dangers Shoho was being exposed to, and lobbied for her inclusion in the main carrier force instead (which would have made a lot more sense, frankly, and was a detail I hadn't known before.) But those officers were overridden in the name of keeping at least some air cover near the invasion force. What this demonstrates is that even here, at the very beginning of the war, the Japanese were already over their skis in terms of the fragility of their air power. All in all, Piegzik's book is a very welcome contribution to the English literature on the Pacific War. He has also written what is (from all accounts) a fine series on the Indian Ocean raid that I need to pick up as well. I am really looking forward to his continued publications in the field.
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Reviewed in the United States on April 25, 2026
C
Verified Purchase
Chorzepa
New York, US
★★★★★ 5
An excellent book
Format: Hardcover
An excellent book, based on Japanese documents—offering, for the first time, such a detailed account of the first aircraft carrier battle, presented from the Japanese perspective. It covers every Japanese aircraft involved, as well as the fates of their naval aircrews. A must-read for anyone interested in World War II in the Pacific.
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Reviewed in the United States on May 8, 2026
J
Verified Purchase
james
Fort Morgan, US
★★★★★ 5
Excellent book.
Format: Audiobook
History of WWII. Great research.
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Reviewed in the United States on May 21, 2026
L
Verified Purchase
LynneC
Los Angeles, US
★★★★★ 4
Good Book, not Parshall though
Format: Kindle
The author uses more Japanese terms than any similar book that I've read but uses western naming conventions for Japanese people. I don't quite know what to think. Good diagrams.
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Reviewed in the United States on December 12, 2025
R
Verified Purchase
Robert K. B
Omaha, US
★★★★★ 5
Japanese mindset Coral Sea
Format: Kindle
This book gave me fresh insights to the Battle of the Coral Sea. I feel like I have an idea as to what was going through the Japanese minds. Well written. He make it easy to follow each step of the battle.
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on April 19, 2026

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