Integrated marketing: the five most serious challenges, and how to overcome them
Ellen Neuborne
When Angie Vlasaty joined Trimble Navigation Limited in 2003, one of her first assignments was to promote the use of integrated marketing programs. The objective sounded simple, but it was complicated by hurdles Vlasaty encountered as survey marketing communications manager for the maker of advanced global positioning systems, based in Sunnyvale, Calif. “Each division had its own vision, distribution, and customers,” recalls Vlasaty, who also discovered that two divisions were marketing the same product under different names. “I could see that integration was going to be...