| Description |
135 pages ; 24 cm |
| Series |
The marketing series. Practitioner |
|
Marketing series (London, England). Practitioner.
|
| Contents |
1. Why integrate -- 2. Building blocks -- 3. Approaches to planning -- 4. Scenarios for integrated marketing -- 5. Supporting business objectives -- 6. Campaigns in action -- 7. Customer contact strategies -- 8. Agency structure -- 9. Managing the process -- 10. Going integrated |
| Summary |
The Rover Group's highly controversial decision to move all its marketing support and communications programmes into one agency - Kevin Morley Marketing - highlighted the benefits of integrating above- and below-the-line marketing communications. It has also made it one of the hottest marketing topics of the decade. The integrated approach ensures a single, powerful communications strategy supporting the development of competitive advantage and the right level of professional communications support across all critical marketing activities, including sales force development, retailing, customer care, and relationship marketing. In practical terms that means consistent messages and visual standards across all communications media, strengthening the corporate image and providing better value for money and simpler administration |
| Notes |
Includes index |
|
Published on behalf of the Chartered Institute of Marketing |
| Subject |
Advertising media planning.
|
|
Communication in marketing.
|
| Author |
Morley, Kevin.
|
|
Chartered Institute of Marketing.
|
| LC no. |
95153478 |
| ISBN |
0750619384 |
|
