Media Ink
The new marketing think: integration's no longer in sync
Joe Mandese
Just as marketers, agencies and the media finally appear to be approaching true integration, some new thinking is emerging that could disintegrate that process. A quarter-century after integrated marketing emerged as the industry's best practice, some say the communications marketplace has grown far too complex for any singular, integrated approach or marketing solution.
The new 21st-century marketing mantra, they say, is synchronisation, a process that seeks harmony across a wider array of marketing disciplines to achieve a broader set of marketing objectives than traditional approaches of...