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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
01/04/2004 AA - Driving a new mix of value Case Studies The AA travel watch planner is a challenge to marketing and marketing communication theory, showing the way to a fusion of 'product', 'service' and 'communications' concepts. 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
24/05/2004 Boots No7 - intelligent media planning Case Studies This case study identifies how adding mail media helped Boots launch a new cosmetic more effectively than using the traditional TV-dominated approach. More
21/02/2003 AOL - redefining marcoms Case Studies Using both a detailed study of AOL's mail media customer acquisition programme and a review of the history of advertising, this study recommends the new integrated approach to marketing communications planning. More
01/04/2005 Amazon: bonding customers with technology Case Studies Amazon’s interest in technology is in how it delviers customer value. Their method involves best practice in integrated marketing and customer management. More
06/11/2003 The Automobile Association: How a big idea put the AA back together Case Studies This case study explores the importance of a strong and coherent organising idea that works across the whole organisation. In 1993 the AA launched an advertising campaign based on the strapline: the 4th emergency service. This campaign achieved considerable recognition, but it also proved to be dysfunctional in one key respect: it was not true to the whole organisation. More
01/06/2004 NSPCC integrates: FULL STOP Case Studies NSPCC’s Full Stop mission aims to stop cruelty to children within a generation. The whole organisation is aligned to this goal. It is Integrated Marketing at its best and practice across the agencies also illustrates the new media neutral 'Open planning' methodology. More
07/03/2003 SEEBOARD Energy: Integrated Marketing transforms the brand fortunes Case Studies Our Integrated Marketer of the Year Award for 2002 went to SEEBOARD Energy and archibald ingall stretton (ais) for this outstanding Integrated Marketing project that created more than £50 million net equity More
15/05/2003 Sainsbury's - Little Ones Programme Case Studies The Integrated Marketing excellence achieved at Sainsbury's aims to enhance value for brand and customer by communicating relevantly to a high value customer community. More
26/02/2004 WRC on track to being a top sports entertainment brand Case Studies How a flexible and synergistic network of companies delivers the World Rally Championship brand experience to almost a billion enthusiasts. More
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