This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.
- ISBN10 0786308222
- ISBN13 9780786308224
- Publish Date 1 February 1997
- Publish Status Active
- Out of Print 5 April 2008
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Format Hardcover
- Pages 312
- Language English