The New Marketing Paradigm: Integrated Marketing Communications [Paperback]

Don E Schultz (Author), Stanley Tannenbaum (Author), Robert F. Lauterborn (Author)

Book Description

Publication Date: November 11, 1996 | ISBN-10: 0844234524 | ISBN-13: 978-0844234526 | Edition: 1

Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.

Editorial Reviews

About the Author

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.

Product Details

• Paperback: 240 pages
• Publisher: McGraw-Hill; 1 edition (November 11, 1996)
• Language: English
• ISBN-10: 0844234524
• ISBN-13: 978-0844234526
• Product Dimensions: 8.9 x 6.1 x 0.7 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #646,422 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

15 of 16 people found the following review helpful

5.0 out of 5 stars A MUST read for anyone who cares about customers!!! October 12, 1996

By A Customer

Format:Paperback

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.

16 of 18 people found the following review helpful

5.0 out of 5 stars A must-read for marketing products/services in the 90s. May 4, 1998

By A Customer

Format:Paperback

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!

6 of 6 people found the following review helpful

3.0 out of 5 stars A very good book - although a bit outdated September 4, 2003

By Jim Casron

Format:Paperback

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.