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Most marketing communication textbooks focus on what the marketer wants to communicate to customers. This customer-focused text acknowledges that the old-fashioned communication delivery model no longer makes sense for planning, development, and implementation of marketing communication messages and programs. The approach described here begins with the customer and works backward to create a communication program which relies on the media and promotional forms that specific groups of customers actually use. Emphasis is on four key elements used in developing any program for any product or service, in any market, in any culture: the brand, the audience, the delivery forms, and the content or brand value proposition that the marketer wants to offer to the customer. The text is for students, teachers, and professionals who want to manage marketing communication programs as a 'push' or outbound system, but, at the same time, recognize that customers will 'pull' or gather information about products and services through the Web. Schultz is professor emeritus-in-service of integrated marketing communications at Northwestern University. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)
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