Determining and quantifying the overall value - pinning ROI on IMC - is a key topic in marketing communication today. Results need to be quantified. Doing this is a challenge.

Starting in early January, a series of posts will highlight how today's IMC practitioners address this and how smaller organizations can map some of their techniques into their own models.

The text for the study is by Don Schultz, a preeminent thinker in the IMC field.