Integrated marketing and its implications for personalised customer marketing strategies: Part 1 of 2

Angus Jenkinson, Brian Mathews

Onderzoeksoutput: Articlepeer review

Samenvatting

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 fi ve critical customer experiences and 22 signifi cant 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.
Originele taal-2English
Pagina's (van-tot)193-209
Aantal pagina's17
TijdschriftJ Direct Data Digit Mark Pract
Volume8
DOI's
StatusPublished - jan 2007

Bibliografische nota

Professor of Integrated Marketing at the Centre for Integrated Marketing, University of Bedfordshire, and CEO/Founder of Stepping Stones Consultancy Ltd, a research, strategy and planning service firm now called Thinking.

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