WorldCat Identities

Schultz, Don E.

Works: 73 works in 390 publications in 7 languages and 10,110 library holdings
Genres: Case studies 
Roles: Author, Speaker, Editor, Interviewee
Classifications: HF5823, 658.802
Publication Timeline
Most widely held works about Don E Schultz
Most widely held works by Don E Schultz
Strategic advertising campaigns by Don E Schultz( Book )

52 editions published between 1979 and 1996 in 4 languages and held by 1,487 WorldCat member libraries worldwide

Essentials of advertising strategy by Don E Schultz( Book )

27 editions published between 1981 and 1996 in 3 languages and held by 857 WorldCat member libraries worldwide

Integrated marketing communications by Don E Schultz( Book )

43 editions published between 1991 and 2009 in 3 languages and held by 819 WorldCat member libraries worldwide

"Integrated Marketing Communications challenges business to confront a fundamental dilemma in today's marketing - the fact, that mass media advertising, by itself, no longer works. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsolete - and shows marketers how to get back on track." "The answer lies in customer-focused marketing, a key planning tool that can - in today's diverse, fragmented marketplace - explain the lifestyles, attitudes, and motivations of distinct buyer groups and predict their likely buying behaviors in the future. Schultz, Tannenbaum, and Lauterborn explain how, by beginning with detailed consumer information, marketers can build a synchronized, multi-channel communications strategy that reaches every market segment with a single, unified message." "This book also shows how to put an integrated program into practice, with expert guidance on planning, coordinating, and controlling the entire communications process. Along the way, the authors tackle those critical questions that too often impede marketing decisions, such as who should control the communications program? How should resources be allocated to advertising, sales promotion, direct response, public relations, and other marketing communications options? 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." "An incisive study of the barriers that confound today's marketing, Integrated Marketing Communications breaks new ground for all business thinkers and strategists."--Jacket
Sales promotion essentials : the 10 basic sales promotion techniques-- and how to use them by Don E Schultz( Book )

20 editions published between 1992 and 2013 in English and held by 520 WorldCat member libraries worldwide

Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals
Sales promotion essentials by Don E Schultz( Book )

24 editions published between 1982 and 2005 in 3 languages and held by 445 WorldCat member libraries worldwide

Communicating globally : an integrated marketing approach by Don E Schultz( Book )

21 editions published between 2000 and 2001 in English and held by 362 WorldCat member libraries worldwide

Corporate globalization has created a growing worldwide demand for guidance on how to apply the principles of integrated marketing communications across borders. This book aims to supply the knowledge and skills required, from how global integrated marketing communications works to strategic planning and creative execution. It includes discussions on compensation, measuring consumer response, and on the corporate blocks to integration. The authors explain the latest marketing communications theories, and illustrate them with examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc
IMC, the next generation : five steps for delivering value and measuring financial returns by Don E Schultz( Book )

21 editions published between 2003 and 2004 in English and Chinese and held by 324 WorldCat member libraries worldwide

This guide offers a contemporary approach to the Integrated Marketing Communications (IMC) model that emphasizes narrowing in upon what specific customers and prospects and potential prospects, stakeholders, shareholders, and employees see and hear about an entire organization
Brand babble : sense and nonsense about branding by Don E Schultz( Book )

12 editions published between 2003 and 2004 in English and held by 312 WorldCat member libraries worldwide

Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse, misuse, and abuse. This text identifies key misconceptions in the field and shows professionals how to recognize them, avoid them, and replace them with strategic and tactical insight for marketing and management. The book explodes the myths and misconceptions that have developed as branding has become a hotter and more lucrative area for consultants
Sales promotion management by Don E Schultz( Book )

22 editions published between 1982 and 1995 in 4 languages and held by 311 WorldCat member libraries worldwide

Strategic brand communication campaigns by Don E Schultz( Book )

15 editions published between 1995 and 2003 in English and Chinese and held by 267 WorldCat member libraries worldwide

Raising the corporate umbrella : corporate communications in the 21st century by Philip J Kitchen( Book )

16 editions published in 2001 in English and held by 260 WorldCat member libraries worldwide

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 analyze corporate communications strategies and provide clear practical guidelines for successful implementation
How to sell more stuff : promotional marketing that really works by Steve Smith( Book )

9 editions published in 2005 in English and held by 183 WorldCat member libraries worldwide

"Designed for the seasoned professional or novice alike, How to Sell More Stuff is organized as a quick reference tool with concise information that cuts to the chase. Experienced marketers will find a variety of options from different business categories, including the pros and cons of each tactic. Newcomers to the field will find an exhaustive resource packed with numerous examples, checklists for foolproof plans, an extensive glossary, and a comprehensive table of contents that will spark brainstorming sessions with your entire marketing and client team."--BOOK JACKET
Building customer-brand relationships by Don E Schultz( Book )

9 editions published between 2009 and 2015 in English and Undetermined and held by 114 WorldCat member libraries worldwide

Covers media delivery decisions before dealing with creative development decisions. This book's organization reflects the increasing role and importance of media/delivery in the field."--Jacket
The evolution of integrated marketing communications : the customer-driven marketplace by Don E Schultz( Book )

9 editions published between 2011 and 2014 in English and held by 91 WorldCat member libraries worldwide

This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have be
Measuring brand communication ROI by Don E Schultz( Book )

3 editions published in 1997 in English and held by 51 WorldCat member libraries worldwide

Media generations : media allocation in a consumer-controlled marketplace by Martin P Block( Book )

2 editions published between 2008 and 2009 in English and held by 47 WorldCat member libraries worldwide

The new marketing paradigm : integrated marketing communications by Don E Schultz( Book )

5 editions published between 1994 and 1997 in 3 languages and held by 41 WorldCat member libraries worldwide

Retail communities : customer-driven retailing by Don E Schultz( Book )

1 edition published in 2010 in English and held by 30 WorldCat member libraries worldwide

From advertising to integrated marketing communication( Visual )

1 edition published in 1993 in English and held by 28 WorldCat member libraries worldwide

Don E. Schultz presents an overview of how integrated marketing communication/direct marketing offers advantages over mass media advertising
Guang gao ce lue jing lun by Zi Shu( Book )

2 editions published between 1988 and 1990 in Chinese and held by 27 WorldCat member libraries worldwide

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Audience Level
  Kids General Special  
Audience level: 0.35 (from 0.15 for Communicat ... to 0.86 for Guang gao ...)

Integrated marketing communications
Alternative Names
Don E. Schultz American academic

Don E. Schultz Amerikaans econoom

Schultz D. E.

Schultz, D. E. 1934-

Schultz, Don

Schultz, Don 1934-

Schultz, Don Edward.

Schultz, Donald E.

Дон Шулц

슐츠, D. E

슐츠, 돈

슐츠, 돈 E

シュルツ, ドン・E


English (270)

Chinese (20)

Spanish (15)

Japanese (2)

French (1)

Polish (1)

Dutch (1)

Essentials of advertising strategyIntegrated marketing communicationsSales promotion essentials : the 10 basic sales promotion techniques-- and how to use themSales promotion essentialsCommunicating globally : an integrated marketing approachIMC, the next generation : five steps for delivering value and measuring financial returnsBrand babble : sense and nonsense about brandingSales promotion management