Customer Reviews

The New Marketing Paradigm: Integrated Marketing Communications

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I am a grad student at Northwestern majoring in Integrated Marketing Communications and have been fortunate to have Don Schultz as a professor. The insights provided in this book are right on. This is the future trend of all marketing efforts. If a company can not identify its best customers and treat them well, the company is destined to fail. This book helps guide a company to long-term success revolving around a companies core asset--its customers. This new way of thinking does not revolve around products but rather managing customers in an integrated manner.

The authors have created a concise how-to guide for successful marketing in the 90s and beyond. If you thought marketing was all about radio/TV/print advertising, this book will open your eyes. My copy if highlighted and dog-eared more than any book on my shelves. I refer to it more than my dictionary! The advice is practical and applicable across industries. If you aren't marketing this way, you should be, because your competitors will be!

For anyone involved in advertising of MarCom this book gives very practical advice. Overall very impressive and a good read for anyone involved in sales, advertising or marketing functions. Somehow contents required update and technologies have impacted this so much. Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.