Don E Schultz's Books

Communicating Globally

By: Don E Schultz,Philip J. Kitchen

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How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages "travel"? Designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage, Communicating Globally shows how to successfully strategize, select appropriate communication tactics, and then execute a global communication plan that encompasses all sources of communication, both internal and external. Based on the strong theoretical foundations of integrated marketing communication (IMC), Communicating Globally offers a practitioner's perspective on integrated global marketing communication (IGMC) in action through vignettes, four complete case studies of well-recognized multinational brands, and one study case. Praise for Communicating Globally "In the 21st century, the ability of ad agencies to provide worldwide, integrated marketing services for their clients will become essential. Only those marketers and agencies with the ability to brand products and services globally will thrive. Communicating Globally provides a roadmap on how to do it right." O. Butch Drake, president-CEO, American Association of Advertising Agencies "No one can provide a guaranteed formula for future success, but Communicating Globally comes awfully close. By combining an astute knowledge of the global marketplace, emerging trends and technologies, and good old common sense, Don Schultz and Philip Kitchen illuminate the path for successful brand building in the 21st century." Ed Faruolo, vice president, corporate marketing communications, CIGNA Corporation "Don Schultz has done it again! His unique and highly readable approach is a must for companies looking to market globally in the new century. Communicating Globally offers an important road map through the maze of global marketing communications." James R. Gregory, CEO, Corporate Branding, LLC "This book is important because it brings the concept of integrated marketing communications (IMC) into full international focus for the first time. This focus is maintained throughout the whole structure and it makes the book a truly conceptual work. The case studies that illustrate the practical ramification of international IMC yield significant general as well as specific lessons." John Philip Jones, Syracuse University "The 1990's introduced integrated marketing--understanding and communicating relevantly with customers by using information. Communicating Globally now takes the same principles and adapts them to today's dynamic global marketplace. Even better, it is written in a style that makes it easy for a non-marketer to fully understand the importance of managing a brand." John R Wallis, vice president of marketing, Hyatt International Corporation

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Page Count

290

Publisher

McGraw Hill Professional

Published Date

ISBN 10

007139432X

ISBN 13

9780071394321

Integrated Marketing Communications

By: Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn

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Integrated Marketing Communications

By: Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn

How can companies resolve "turf battles" and combat fears of budget loss? How should the different players - agencies and suppliers - be compensated? And most importantly, how can the impact of an integrated strategy be measured and made accountable? Extensive-examples and two in-depth success stories detail how top organizations are sharpening their competitive edge through integrated communications programs.

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Page Count

252

Publisher

McGraw Hill Professional

Published Date

ISBN 10

0844233633

ISBN 13

9780844233635

IMC, The Next Generation

Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

By: Don E. Schultz,Heidi Schultz

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IMC, The Next Generation

Five Steps for Delivering Value and Measuring Returns Using Marketing Communication

By: Don E. Schultz,Heidi Schultz

Strategies for binding customers to an organization--by determining the information they want and giving it to them In 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications. InIMC--The Next Generation, Schultz offers a refined and updated approach to the IMC model, one that goes beyond the messages an organization chooses to send to encompass the information that the customer wishes to receive or have access to. IMC--The Next Generation shows marketers how to build sustainable competitive advantage and ROI by combining and coordinating all methods through which buyers and sellers come together. Numerous cases and real-world examples reveal how to use today’s IMC model to: Integrate internal and external communications programs Influence customers at every contact point Build long-term brand relationships

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Page Count

433

Publisher

McGraw Hill Professional

Published Date

ISBN 10

0071436219

ISBN 13

9780071436212

Communicating Globally: An Integrated Marketing Approach

By: Philip J. Kitchen Don E Schultz

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Communicating Globally: An Integrated Marketing Approach

By: Philip J. Kitchen Don E Schultz

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Page Count

288

Publisher

Mcgraw-hill

Published Date

ISBN 10

0844225223

ISBN 13

9780844225227

Brand Babble

Sense and Nonsense about Branding

By: Don E. Schultz,Heidi F. Schultz

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Brand Babble

Sense and Nonsense about Branding

By: Don E. Schultz,Heidi F. Schultz

Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse. "Brand Babble" will "right the ship" by identifying the key misconceptions and showing professionals how to recognize them, avoid them, and replace them with strategic and tactical insight for marketing and management.

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Page Count

156

Publisher

South-Western Pub

Published Date

ISBN 10

0538727144

ISBN 13

9780538727143

Building Customer-brand Relationships

By: Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro

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Building Customer-brand Relationships

By: Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

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Page Count

424

Publisher

Routledge

Published Date

ISBN 10

1317475607

ISBN 13

9781317475606

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

By: Philip J. Kitchen,Don E. Schultz

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Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

By: Philip J. Kitchen,Don E. Schultz

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

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Page Count

433

Publisher

Springer

Published Date

ISBN 10

023055458X

ISBN 13

9780230554580

Asia Branding

Connecting Brands, Consumers and Companies

By: Bang Nguyen,T C Melewar,Don E. Schultz

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Asia Branding

Connecting Brands, Consumers and Companies

By: Bang Nguyen,T C Melewar,Don E. Schultz

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

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Page Count

350

Publisher

Bloomsbury Publishing

Published Date

ISBN 10

1137489960

ISBN 13

9781137489968

Managing Customer Experience and Relationships

A Strategic Framework

By: Don Peppers,Martha Rogers

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Managing Customer Experience and Relationships

A Strategic Framework

By: Don Peppers,Martha Rogers

Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently." This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

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Page Count

517

Publisher

John Wiley & Sons

Published Date

ISBN 10

1119815339

ISBN 13

9781119815334

Managing Customer Relationships

A Strategic Framework

By: Don Peppers,Martha Rogers

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Managing Customer Relationships

A Strategic Framework

By: Don Peppers,Martha Rogers

MANAGING CUSTOMER RELATIONSHIPS A Strategic Framework Praise for the first edition: "Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies. "—Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia "Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy." —Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia "Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!" —Roy Barnes, Formerly with Marriott, now President, Blue Space Consulting "This is going to become the how-to book on developing a customer-driven enterprise. The marketplace is so much in need of this road map!" —Mike Henry, Leader for Consumer Insights at Acxiom Praise for the second edition: "Every company has customers, and that's why every company needs a reference guide like this. Peppers and Rogers are uniquely qualified to provide us with the top textbook on the subject, and the essential tool for the field they helped to create." —David Reibstein, William Stewart Woodside Professor of Marketing, The Wharton School, University of Pennsylvania

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460

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470930187

ISBN 13

9780470930182

H.P. Lovecraft in Popular Culture

The Works and Their Adaptations in Film, Television, Comics, Music and Games

By: Don G. Smith

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H.P. Lovecraft in Popular Culture

The Works and Their Adaptations in Film, Television, Comics, Music and Games

By: Don G. Smith

Howard Phillips Lovecraft was born late in the 19th century, but it was not until after his death in 1937 that he became a worldwide icon of horror and supernatural fiction. Influenced largely by Lord Dunsany and Edgar Allan Poe, Lovecraft's stories are known for their unique assimilation of gothic themes into science fiction. Lovecraft's influence has stretched far beyond literary horror, as a number of his works have been adapted for feature films, television episodes, comic book tales and, in recent years, video games. This scholarly study highlights Lovecraft's profound impact on 20th century popular culture. Early chapters introduce his complete writings, providing an annotated bibliography of the author's horror and science fiction tales. The works are discussed in the context of the Cthulhu Mythos, an invented mythology centering on ancient and alien beings interacting with the terrestrial world. Later chapters provide a filmography of motion pictures that credit Lovecraft or are identifiably adapted from his works, as well as a discussion of the works that have been adapted for television, comic books, role-playing video games, and music. The book concludes with a close examination of the Lovecraft legacy, commenting on his specific social and metaphysical ideologies and placing the author in context among such notable literary personalities as Mary Shelley, Nathanial Hawthorne, and Robert Louis Stevenson.

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Page Count

185

Publisher

McFarland

Published Date

ISBN 10

1476604002

ISBN 13

9781476604008

The New Marketing Paradigm

Integrated Marketing Communications

By: Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn

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The New Marketing Paradigm

Integrated Marketing Communications

By: Don E. Schultz,Stanley I. Tannenbaum,Robert F. Lauterborn

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

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244

Publisher

McGraw Hill Professional

Published Date

ISBN 10

0844234524

ISBN 13

9780844234526

Catalog of the German-Americana Collection, University of Cincinnati

By: Don Heinrich Tolzmann

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Catalog of the German-Americana Collection, University of Cincinnati

By: Don Heinrich Tolzmann

The Adolescent Criminal examines the most important issues, components, and trends concerning adolescent misconduct from the vantage point of the end of the 1980s, and concerns itself with what to look for in the future.Despite indications that juvenile delinquency is decreasing, a closer look at the picture gives much cause for concern. Adolescent crime has become increasingly more sophisticated, violent and heterogeneous, and its participants younger. Gang violence has spread out from urban centers into suburbia, and gang members have become more organized in their activities. Juvenile prostitution has shown little sign of abating despite the presence of AIDS. Drug and alcohol use among adolescents has reached epidemic proportions, as have running away from home and pettier acts of delinquency.This study of juvenile delinquency is primarily concerned with the adolescent years of youth where delinquency behavior is most pronounced, taking a multicontextual, multidisciplinary approach to exploring the adolescent criminal. The advantage in this is that it takes into consideration the contributions, strengths and weaknesses of the various schools of thought with respect to the delinquency of adolescents--sociological, psychological, biological, familial, demographical, legal, and international, and their implications for the future--in order to present the student with a greater overall perspective and knowledge of the dynamics of adolescent crime today.

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Page Count

408

Publisher

De Gruyter Saur

Published Date

ISBN 10

359841241X

ISBN 13

9783598412417

Sales Promotion Essentials

The 10 Basic Sales Promotion Techniques-- and how to Use Them

By: Don E. Schultz,William A. Robinson,Lisa Petrison

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Sales Promotion Essentials

The 10 Basic Sales Promotion Techniques-- and how to Use Them

By: Don E. Schultz,William A. Robinson,Lisa Petrison

Informative, persuasive, and a rich source of ideas and practical help, this new edition of Green Marketing gives marketers and businesses the guidance to innovate and benefit from this essential part of marketing.

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244

Publisher

McGraw Hill Professional

Published Date

ISBN 10

0844233552

ISBN 13

9780844233550

Asia Branding

Connecting Brands, Consumers and Companies

By: Bang Nguyen,T C Melewar,Don E. Schultz

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Asia Branding

Connecting Brands, Consumers and Companies

By: Bang Nguyen,T C Melewar,Don E. Schultz

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Page Count

350

Publisher

Bloomsbury Publishing

Published Date

ISBN 10

1137489960

ISBN 13

9781137489968

2,239 Tested Secrets for Direct Marketing Success: The Pros Tell You Their Time-Proven Secrets

By: Denny Hatch,Don Jackson

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2,239 Tested Secrets for Direct Marketing Success: The Pros Tell You Their Time-Proven Secrets

By: Denny Hatch,Don Jackson

Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these pages Denny Hatch and Don Jackson blitz you with the secrets, rules, and wisdom of nearly 200 of the great masters: from Claude Hopkins, David Ogilvy, and Max Sackheim to such modern greats as Jay Abraham, Dick Benson, Malcolm Decker, Bob Doscher, John J. Fleider, Jerry Gould, Bob Hacker, Dick Hodgson, Cecil Hoge, Sr., Bill Jayme, Ted Kikoler, Jim Kobs, Herschell Gordon Lewis, Malcolm McCluskey, Don Nicholas, J. Peterman, Max Ross, Jim Rutz, Emily Soell, Lew Smith, Bob Stone, Joan Throckmorton, and John Yeck.

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