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Marketing : Virtual integration

  • 07-04-2006 6:45pm
    #1
    philtaylor
    Closed Accounts Posts: 273 ✭✭


    Marketing : Virtual integration

    Anyone have a clue what this is about can't seem to find anything through Google.com


Comments

  • #2
    failsafe
    Registered Users, Registered Users 2 Posts: 569 ✭✭✭failsafe


    In what context? It could be a few things, the most likely of which is IMC (integrated marketing communications.) It basically involves having all the elements of your marketing mix singing off the same hymn sheet, i.e. if you have one firm making your advertisements and another in charge of promoting (eg. free samples of) your product, an IMC plan entails making sure that they move in the same direction with the same goals and brand image etc.
    Any help?
    (ironically, i'm in a lecture on IMC right now!)


  • #3
    philtaylor
    Closed Accounts Posts: 273 ✭✭philtaylor


    Thats great , thanks could you recommend any books that expand on this topic.


  • #4
    failsafe
    Registered Users, Registered Users 2 Posts: 569 ✭✭✭failsafe


    http://en.wikipedia.org/wiki/Integrated_Marketing_Communications
    for a start.

    These are all reccommended by my lecturer but I'm afraid i haven't checked out any myself so i can't comment on how good they are...

    Arnold, W (1992) Meet the brand man, Media and Marketing Europe, October
    Bartram, P (2003) Route success, Marketing Business, March
    Bird, J (1997) How to keep them faithful the world over, Precision Marketing, 26 May
    Brannan, T (1998) A Practical Guide to Integrated Marketing Communications, Kogan Page, London
    Drucker, P (1955) Practice of Management, Heinemann, London
    Ehrenberg, A, Hammond, K and Goodhardt, G (1991) The After Effects of Large Consumer Promotions,
    London Business School
    Fitzpatrick, M (1997) Made in Japan, Creative Review, November
    Kotler, P (2002) Marketing Management Analysis, Planning, Implementation and Control, International
    edn, 11th edn, Prentice-Hall, Englewood Cliffs, NJ
    McDonald, M (1997) The Marketing Planner, Butterworth-Heinemann, Oxford
    Moore, M (1997) Improving customer retention by analyzing defection, Integrated Marketing
    Communications Research Journal, Spring, pp 23–39
    Pickton, D and Broderick, A (2004) Integrated Marketing Communications, 2nd edn, FT-Prentice-Hall,
    London
    Smith, P R (2003) Great Answers to Tough Marketing Questions, Kogan Page, London
    Smith, P R (2001) On-line Marketing Course 10: Integrated marketing communications, Multimedia
    Marketing.com, London
    Wilkinson, A(2002) Employees can get the message across, Marketing Week, 3 October

    I have a brilliant pdf file but it's too big to attach here, if you want to pm me an email address i'll send it on.


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