Between the lines

This piece traces the development of integrated marketing from the 60s to the present time. The author reminds readers of the time when media advertising was pre-eminent and describes the growth of other areas of communications such as direct mail and sales promotion, which were ignored by agencies until clients learned that there were alternative, and often more cost effective ways, of moving product than TV.

Between the Lines

Integrated Marketing: the raw onion sandwich?

 By Provocateur


Novelist Julian Barnes once pondered 'Does history repeat itself, the first time as tragedy, the second time as farce? No, that's too grand, too considered...