Don Schultz Tag



McDonald's Double Cheeseburger
by Freddy Tran Nager, Founder of Atomic Tango + IMC Instructor and Practitioner; photo by BrokenSphere via Wikimedia Commons… So I’m reading IMC The Next Generation by Professor Don E. Schultz, the father of integrated marketing communications. This seminal book offers some good approaches to marketing management, such as value-based customer segmentation and goals-based budgeting, with a large side-order of raw naiveté, the . But what inspired me to write this isn’t Schultz’s ivory tower myopia but his Golden Arches slam on pages 167-168: “On any given day, 11 percentRead More