Integrated Marketing Communications
Implications for managers
Susan BakerLecturer in Marketing, Cranfield School of Management, Cranfield University, United Kingdom. andHelen Mitchell Research Fellow in Marketing, Cranfield School of Management, Cranfield University, United Kingdom.
INTRODUCTION
Business today is more communication dependent than ever before and over the last decade, the field of marketing communications has seen many dramatic changes, not least of which the advancements in marketing technologies. The internet, smart cards, customer databases, easily accessible data warehousing and cost-effective direct mail have all contributed to a huge increase in the amount of information exchanged between companies and...