Documents

Title: Integrated Marketing Practice in the UK
Date: 27/02/2008
Category: Reports and White Papers
Overview: Part 1 of 2, this seminal paper introduces the concept of ‘integrated marketing ’ and its subset, ‘integrated communication’ or IMC. It describes the results of a survey audit of 200 UK brands, profiling UK performance in integrated marketing. It is also a unque international paper providing a robust statistical and qualitative foundation for a model of integrated marketing, including five critical customer experiences and 22 significant business performance competencies. This paper also provides a foundation for a later paper for customer-focused practitioners and organisations that create personalised communication in any medium. See also: Journal of Direct, Data and Digital Marketing Practice (2007) 8, 193 – 209. doi: 10.1057/palgrave.dddmp.4350058

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