Forecasting and evaluating the impact of marketing communication

This article was originally published in Communication World, January-February 2005. IABC, San Francisco, CA (2005).

Book review of IMC The Next Generation: The book is organized around the authors’ five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.