1. A History of Integrated Marketing Communications: Why Is It Important Now? 2. How Marketing Communications Works: Or At Least How We Think It Works 3. The Basics of Developing an Integrated Marketing Program: How to Get Started 4. Strategy Is Everything: Planning the Direction of the Communications Program 5. From Strategy to Creative Execution: Capturing the Imagination 6. Compensation: How Much for Doing What? 7. Measurement: What Did We Really Get from All the Time, Work, and Money We Invested? 8. How to Measure Consumer Responses: Establishing Effective Two-Way Communications 9. Barriers to Integration: Overcoming the Stumbling Blocks 10. Two Case Histories: Does Integrated Marketing Communications Really Work?
Don E. Schultz is Professor of Advertising and Integrated Marketing
Communications at the Medill School of Journalism, Northwestern
University, where he and his associates have pioneered the
country's first graduate program in Integrated Marketing
Communications. He is also President of his own marketing
communications and management firm, Agora, Inc., Evanston,
Illinois.
Before joining Northwestern in 1977, Schultz was Senior Vice
President of Tracy Locke Advertising and Public Relations in
Dallas. He has consulted, lectured and held seminars on marketing,
marketing communications, advertising, sales promotion, direct
marketing and creative strategy in the United States, Europe, South
America and Asia.
Schultz is Editor, Journal of Direct Marketing, Director of the
Promotion Marketing Association of America, and the first recipient
of the Direct Marketing Educator of the Year Award, presented by
the Direct Marketing Educational Foundation.
Stanley Tannenbaum joined Northwestern University as Associate
Professor in the Medill School of Journalism in 1983 and he now
holds the Chair of the Advertising/ Integrated Marketing
Communications Division.
Tannenbaum started in advertising as a copywriter at a small
package goods agency in Philadelphia, working on the introduction
of Alpo Dog Food. He then went to RCA as a writer in charge of
Sales Promotion, Cooperative Advertising and Public Relations. From
RCA, he moved to Kenyon & Eckhardt in New York, an international
advertising agency, where he rose from copywriter to Chairman of
the Board. After 26 years at K&E, he joined his client, Turtle
Wax, as Executive Vice President.
Tannenbaum has served on the Board of the Association of American
Advertising Agencies, the Advertising Council, and the National
Advertising Review Board.
Robert E Lauterborn is the James L. Knight Professor of Advertising
in the School of Journalism and Mass Communication at the
University of North Carolina at Chapel Hill.
For ten years prior to this appointment, Lauterborn was director of
marketing communication and corporate advertising for International
Paper Company. Before joining IP, he spent 16 years with General
Electric in various industrial and corporate positions.
Currently, Lauterborn is a principal of Morgan, Anderson & Company,
a leading marketing communications management consulting firm. He
has served on the boards of many professional organizations,
including the ANA, ARF, B/PAA, AAF, BPA, CBBB, NARB, and several
companies.
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