One response to “The myth of integrated marketing”
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We’ve already defined how marketing works its just that too many people with vested interests in it not working that way are being obstructive.
I call the new model marketing Full Effect Marketing, its integrated (not as I think you are in danger of suggesting merely integrated marketing communications), its communications are media neutral, but it gets to the heart of what “marketing” as opposed to “marketing communcations” is all about.
Most importantly, it works in the only terms that matter – increased ROI.
Take a look at “Integrated marketing – if you don’t know what it is, you probably aren’t doing it” and a few of the other posts on my blog.
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