Integrated marketing and its implications for personalised customer marketing strategies
Part 1 of 2 introduces the concept of ‘integrated marketing’ and its subset, ‘integrated communication’, with results of a survey of 200 UK brands, outlines current UK performance in integrated marketing and provides a statistical foundation supported by qualitative research for a model of integrated marketing, including five critical customer experiences and 22 significant business performance competencies. This paper provides a foundation for a later paper on consequent opportunity areas for direct marketers and other organisations that create personalised communication in any medium.Journal of Direct, Data and Digital Marketing Practice (2007) 8, 193–209. doi:10.1057/palgrave.dddmp.4350058
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Document Type: Research Article
Publication date: 01 January 2007
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- This title was previously published as Interactive Marketing.