Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    • Archive

    IMC: The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

     
    Integrated marketing communication gets a ten-year makeover.
    1/12/2004
    A decade ago, professor Don Schultz and collaborators formulated the concept of "integrated marketing communication" in their book of the same name. IMC involves highly coordinated internal and external communication that reaches market segments with a simple, unified message. IMC: The Next Generation substantially revises the original book with five major changes:
    • A move to brands and branding
    • A five-step implementation process
    • A focus on individuals, not market segments
    • A move toward measurement and accountability
    • A global approach
    Rather than presenting IMC as a way to integrate communication, it presents IMC as a core business strategy with the ultimate objective of creating value for shareholders and customers. Moreover, the strategy is grounded upon communication inputs and outputs that are quantifiable and measurable.
    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College