This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time.

This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations.

This book was published as a special issue of the Journal of Marketing Communications.

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time.

This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations.

This book was published as a special issue of the Journal of Marketing Communications.

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
  

Every educator in pursuit of a leadership position in administration will value this book's clear strategy and advice about how to successfully compete for employment. Using the terminology and techniques of business, the author guides the reader step-by-step through the process of developing a personal marketing plan from gaining product knowledge by developing a personal platform, to getting to know the customer or community. Chapters on sharpening presentation skills enable job-seekers with the potential to provide visionary school leadership to engage in career planning, build effective resumes, practice interview techniques, and master tools that help build the confidence necessary to land the job and salary they want.