Marketing strategy: Integrated marketing, integrated...

 

In the last 20 years, the integration of marketing functions has moved from theory to practice. Its specific applications may vary from market to market-indeed, from enterprise to enterprise-but integ ...

WARC Online's US editor Geoffrey Precourt reports from the Association of National Advertisers annual Masters of Marketing Conference on the address given by Joseph V. Tripodi, Coca-Cola's chief marke ...

The 'inside-out' approach used in this paper describes the implied educators' perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and ...

The 2008 ANA Integrated Marketing Survey suggests that marketers, while not displeased with their agency partners, see room for improvement. When they were asked to name an agency's most vital skill f ...

Marketers and advertisers are increasingly attentive to measurement, whether it be increasing market share, boosting the bottom line, or building brand equity. This article is based on a round-table d ...

Most marketers are wholeheartedly embracing the concept of integrated marketing, but championing, crafting, and executing integrated programs successfully can be a struggle. This article offers a rang ...

Despite some progress, major brand marketers are still struggling to fit emerging marketing disciplines and an increasingly complex media landscape into a comprehensive marketing program. This article ...

This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition. It reviews topics of researc ...

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ...

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass import ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and othe ...

The marketing world has witnessed many changes in the last few years, including increasing consumer scepticism, the advent of new communications technology and a changing legal climate. This paper ana ...

This paper centres on how the role of brand management has changed since its inception in the early 1930s. The author compares the old role of tactics, reaction and profits with to-day's focus on cre ...

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message. ...

Jim Stengel of P & G asserts that consumers are gaining control over areas previously owned by manufacturers and that the marketing industry has been slow to respond to the new landscape. He contends ...

In this article on brand nurturing Edward Faruolo of the CIGNA Corporation argues that if the brand is not supported by rank and file management it will not succeed. He lists the actions for brand de ...

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its to ...

The authors argue that in order to rebuild and exploit brand relationships with all key stakeholders - customers, employees, suppliers, journalists, government regulators and special interest groups - ...