{"product_id":"9781079011197","title":"People Keep Thinking That I Care: 6 Columns Columnar Pad","description":"\u003cp\u003e\u003cb\u003eStrategies for binding customers to an organization--by determining the information they want and giving it to them\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminal\u003ci\u003eIntegrated Marketing Communications\u003c\/i\u003e. In\u003ci\u003eIMC--The Next Generation, \u003c\/i\u003eSchultz 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.\u003c\/p\u003e\u003cp\u003e\u003ci\u003eIMC--The Next Generation \u003c\/i\u003eshows 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntegrate internal and external communications programs \u003c\/li\u003e\n\u003cli\u003eInfluence customers at every contact point \u003c\/li\u003e\n\u003cli\u003eBuild long-term brand relationships \u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Amazon Digital Services LLC - KDP Print US","offers":[{"title":"Default Title","offer_id":47023676883184,"sku":"9781079011197","price":6.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781079011197_p0.jpg?v=1763676688","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781079011197","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}