Driving brand value : using integrated marketing to manage profitable stakeholder relationships

Abstract

This practical, hands-on guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and 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 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.