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
