The New Marketing Paradigm: Integrated Marketing Communications

by Robert F. Lauterborn and Don E. Schultz

Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer. This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0844234524
• ISBN13: 9780844234526
• Release Date: November 1996
• Publisher: McGraw-Hill Companies
• Length: 218 Pages
• Weight: 0.92 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"

Customer Reviews

A must-read for marketing products/services in the 90s.

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!

<br>A MUST read for anyone who cares about customers!!!<br>

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.