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Page last updated: 02 February 2010

Documents

The Centre for Integrated Marketing has published many papers, case studies and presentations. Here you will find a selection.


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Date Title Category Overview Link
04/08/2005 Health and beauty brand Weleda integrate brand and culture Case Studies Weleda is a small 'pure products' brand competing against giants. Strong products and culture mean that they naturally put integrated marketing into practice and win superloyal customers More
02/12/2003 How a client and agency easily manage to be disintegrated Case Studies The mode of working between client and so-called integrated agency often leads to very poor integrated planning. The problems are power, money and old thinking. This automobile industry case documents an example. More
01/02/2006 How Stellar revealed the lack of fit between AA and British Gas Reports and White Papers This case study reveals some research by the Centre using the Stellar tool when we were working with Centrica: research which highlighted the lack of fit between its two main companies, leading in due course to divestment of AA in 2004. More
31/01/2010 How to create successful service brand relationships Reports and White Papers SOURCE Berry, L.L, Discovering the Soul of Service. New York: The Free Press, 1999, Chapter 10 More
03/01/2007 How to use information to manage customer experience? Reports and White Papers This published paper by Jenkinson (Do organisations now understand the importance of information in providing excellent customer experience?) explores best practice in applying customer information to the creation of value. It argues that although the fundamental principles of applying data to customer experience and marketing were understood by the early 1990s, many companies have still failed to take advantage of information to optimise customer experience and profitability. Gives examples of good practice. More
17/02/2003 i2 Technologies shows the way Case Studies i2 Technologies is a market leader in supply chain systems. Its vision serves as a powerful organising idea that integrates the business and inspires stakeholders. Print optimised version More
23/01/2004 IBM - A new model for IMC Case Studies IBM UK implemented a new customer focus structure for its IMC department responsible for all marketing communications. The result is better communication, better learning and better results. More
01/02/2006 IBM in the City: 5% of TV budget yeilds 7000% ROI Case Studies IBM allowed its UK subsidiary to take a small part of the TV budget and use it in an integrated campaign to improve its share of bsuiness in the City of London. The resulting integrated solution produced dramatic ROI results More
06/02/2004 IDM communicates - Clutter? What clutter? Case Studies The case shows how the creative use of CRM and graphic design technologies transform a mailing into something special More
26/06/2004 Implementing Integrated Marketing: Seeboard Energy Case Study Case Studies This paper by Jenkinson and Sain was published in an academic/practitioner Journal describes the 18 steps to integrated marketing as evidenced at this award-winning energy company, now part of EDF Energy. More
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