IMC—The Next Generation outlines a step-by-step process for combining and coordinating every method through which your organization communicates with customers. Built around the strategic ideas and insights that author Don Schultz used to help launch the IMC revolution, this hands-on book combines research-based insights with real-world examples to explore how businesses can leverage the IMC model to:
- Seamlessly integrate all internal and external communications programs
- Communicate positive messages to customers at every contact point, for every reason
- Implement value-based business approaches that generate cash flows and shareholder value

Since its introduction over a decade ago, integrated marketing communication has progressed from a communication-only approach to a full-fledged business strategy, one that combines and focuses all of the organization’s functions and activities around its customers. IMC—The Next Generation reveals how IMC can be implemented in organizations of virtually any size, in any economic climate, and in any geographic area to determine how much to invest in marketing communication, how to increase the returns on those investments, and how to deliver measurable and identifiable outcomes—to position and prepare your organization for success in today’s evolving, undefined, and virtually limitless business landscape.

In IMC - The Next Generation, marketing legend Don Schultz and his wife Heidi Schultz (also a marketing expert) update his Integrated Marketing Communications (IMC) approach with new insights about how to make marketing work. Their latest book provides marketers with better ways to identify the right customers, determine their value, invest in communication programs, and measure the impact of and returns on those communication activities. IMC - The Next Generation also reveals better ways IMC can be implemented in organizations of all sizes. Copyright © 2004 Soundview Executive Book Summaries