What’s the story behind this new book?
This book will be the essential guide for all media buyers and planners and product managers who want to understand how to craft media campaigns in this day and age. It’s about new media forms that have emerged.BIG Research captured the data for us and Martin Block and I put together the book. This all grew out of the simultaneous media usage research that we started doing in 2002. BIG was very involved with the National Retail Federation, working with people like Wal-Mart, Target and Kohl’s, trying to figure out what and when people would buy to forecast what kind of promotions they should do. Complete Don Schultz interview here.
Don Edward Schultz is Professor Emeritus of Service at Northwestern University's Medill School. He is most notable for his research and writing on Integrated Marketing Communications (IMC).
In 1992, the American Advertising Federation named him Advertising Educator of the year, and in 1998 Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing. Often referred to as the "father of integrated marketing", Schultz is the author or co-author of 13 books on marketing, including Integrated Marketing Communications (1993), Communicating Globally (2000), and IMC: The Next Generation (2003). He writes a regular column on Integrated Marketing for Marketing Management magazine, the trade publication of the American Marketing Association.
Prior to his academic career, Schultz worked for 15 years in the field of advertising. Schultz earned a Bachelor of Business Administration from University of Oklahoma in 1957, a Master of Arts in Advertising from Michigan State University in 1975, and a Ph.D. in Mass Media from Michigan State in 1977.
Schultz lectures and consults for various business groups and currently resides in the Chicago metropolitan area. He is also the president and founder of Agora, Inc., a consulting firm based in Evanston, Il.
Complete presentation: Each video is about 15 minutes.