The Integration Imperative
James D. Speros
New tools provide greater power to help businesses grow
This is the first of a series of perspectives commissioned by the ANA Integrated Marketing Committee, which has invited various senior marketers to write about one specific best practice that leads to integrated marketing success.
Everyone's doing it — or should be! That's what the self-proclaimed experts would have you believe about integrated marketing communication activities. However, nothing could be further from the truth. Many marketing leaders today are managing siloed activities that are disjointed and disconnected from one another — either because of organizational...