Benefits and barriers to integrated communications

This article explains clearly what is meant by ‘integrated communications’, describing the different types of approach to integration, the various benefits that it can bring and the common barriers to its implementation.

Benefits and barriers to integrated communications

Is there anything really new in this? Isn't it what good managers have always done anyway? Not so, says Paul Smith. Here he looks at what integrated communications are all about - the benefits, the barriers and the golden rules for successful intergration

Paul Smith
TOMORROW'S information-overloaded customer might be able to sell his or her attention since customers will have the power to shut out unwanted types of information. This is what Microsoft's Bill Gates predicts in his recent book. Imagine Guinness offering you a pound to watch their multimedia advertisement. Perhaps they...

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