Don E. Schultz – författare & böcker

IMC, The Next Generation

Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

AvHeidi Schultz,Don E. Schultz

E-bok

Engelska, 2003

792 kr

Läs direkt efter köp

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 programsInfluence customers at every contact pointBuild long-term brand relationships

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

AvDon E. Schultz,Philip J. Kitchen

E-bok

PDF, Engelska, 2001

708 kr

Läs direkt efter köp

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Communicating Globally

An Integrated Marketing Approach

AvDon E. Schultz,Philip J. Kitchen

Inbunden, Engelska, 2000

505 kr

Skickas inom 10-15 vardagar

Corporate Globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book answers that need by supplying the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

AvPhilip J. Kitchen,Don E. Schultz

Inbunden, Engelska, 2001

566 kr

Skickas inom 10-15 vardagar

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Reader in Marketing Communications

AvPhilip Kitchen,Patrick de Pelsmackerm. fl.

Inbunden, Engelska, 2005

2 898 kr

Skickas inom 10-15 vardagar

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Reader in Marketing Communications

AvPhilip Kitchen,Patrick de Pelsmackerm. fl.

Häftad, Engelska, 2005

860 kr

Skickas inom 10-15 vardagar

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Building Customer-brand Relationships

AvDon E. Schultz,Beth E. Barnesm. fl.

Häftad, Engelska, 2009

958 kr

Skickas inom 10-15 vardagar

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Reader in Marketing Communications

AvDon E. Schultz,Lynne Eaglem. fl.

E-bok

PDF, Engelska, 2020

957 kr

Läs direkt efter köp

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Reader in Marketing Communications

AvDon E. Schultz,Lynne Eaglem. fl.

E-bok

Engelska, 2020

957 kr

Läs direkt efter köp

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix.

Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers.

Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Asia Branding

Connecting Brands, Consumers and Companies

AvBang Nguyen,T C Melewarm. fl.

Häftad, Engelska, 2016

932 kr

Skickas inom 10-15 vardagar

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers.Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

Asia Branding

Connecting Brands, Consumers and Companies

AvBang Nguyen,T C Melewarm. fl.

E-bok

PDF, Engelska, 2017

978 kr

Läs direkt efter köp

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers.Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

Building Customer-brand Relationships

AvDon E. Schultz,Beth E. Barnesm. fl.

Inbunden, Engelska, 2015

2 247 kr

Skickas inom 10-15 vardagar

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Building Customer-brand Relationships

AvMarian Azzaro,Heidi F. Schultzm. fl.

E-bok

Engelska, 2015

1 103 kr

Läs direkt efter köp

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to ''sell'', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the ''push-pull'' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or ''pull'' media of Internet, mobile communications, social networks, and more. Its ''customer-centric'' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text''s concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Building Customer-brand Relationships

AvMarian Azzaro,Heidi F. Schultzm. fl.

E-bok

PDF, Engelska, 2015

1 103 kr

Läs direkt efter köp

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to ''sell'', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the ''push-pull'' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or ''pull'' media of Internet, mobile communications, social networks, and more. Its ''customer-centric'' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text''s concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

AvPhilip J. Kitchen,Don E. Schultz

Häftad, Engelska, 2001

566 kr

Skickas inom 10-15 vardagar

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Företag, bibliotek eller offentlig verksamhet?

Don E. Schultz – författare

IMC, The Next Generation

Raising the Corporate Umbrella

Communicating Globally

Raising the Corporate Umbrella

Reader in Marketing Communications

Reader in Marketing Communications

Building Customer-brand Relationships

Reader in Marketing Communications

Reader in Marketing Communications

Asia Branding

Asia Branding

Building Customer-brand Relationships

Building Customer-brand Relationships

Building Customer-brand Relationships

Raising the Corporate Umbrella

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Mina sidor

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Om Bokus

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