Integrated Marketing Communications: Five Key Steps to Creating Corporate Value

Author: Don Schultz / Heidi Schultz / He Xijun / Huang Li, etc.
Publisher:
Publish Date: 2005-05-01
Features: Preface to the Chinese Edition of Integrating Marketing Communications: The Five Key Steps to Creating Corporate Value
I am very pleased to write the preface for this book, Integrating Marketing Communications: The Five Key Steps to Creating Corporate Value, at the invitation of China Financial and Economic Publishing House. First, this book can be considered the second major IMC (IMC means "IMC monograph" in English) in the world, written by me and Stanley. This book explores and interprets IMC in a completely new way, for the first time in the world linking IMC with corporate value creation, strongly proving that IMC is a valuable management tool capable of achieving customer investment return evaluation and creating shareholder value at the corporate management level.