HighPerformance IntegrationTim HazelhurstIAS
Integrated Marketing communications or, as I prefer to call it, integrated contact, requires a commitment in more dimensions of a company than you might first think.
Changing customers' behaviour is the objective. Firstly, it involves attacking attitudes and perceptions, and this, significantly, applies internally as well as externally.
Recent research shows that around 70% of prospects are turned away by their first contact experience with a promoting brand. Reducing this percentage is a culture issue.
You have got to change your own company's (brand's) behaviour, both rationally and emotionally, to bring it...