The Difference in Integrated Sports Marketing: Its About the Consumer
Edward R. Erhardt ESPN/ABC Sports Customer
Integration has a bad name. Bundling.
Historically, media sellers have bundled, taking a cue from the multiple-title rate matrix of the publishing industry. But as marketers, its not surprising that the industry felt obligated to come up with a more sophisticated handle. The result using the word integration long before it was appropriate set the perception of media and marketing integration back decades. Only now are successful media/marketing organizations starting to rise above the misperception by creating true cross-media, cross-marketing platforms...