Using Integrated Marketing to Drive Brand Value

The authors argue that in order to rebuild and exploit brand relationships with all key stakeholders - customers, employees, suppliers, journalists, government regulators and special interest groups - marketing needs to be re-integrated via IM (integrated marketing).

Using Integrated Marketing To Drive Brand Value

10 successful strategies that enhance brand relationships

Tom Duncan andSandra Moriarty, University of Colorado

When trains pull into some of London’s tube stations, passengers hear the warning, ‘Mind...