Product Description
As products, pricing and distribution are fast becoming commodities, companies are discovering that strong brand relationships are an added value and a way to sustain growth. Integrated marketing (IM) is the cross-functional process for creating this brand value. It's a blueprint for managing relationship-sensitive factors such as critical brand contact points, two-way interactivity with customers and aftermarket support. IM shows companies how to strategically use new database management systems and communication technologies to cost effectively measure and control what until now was considered the ``intangible'' side of business. With the increase in mergers, acquisitions, global expansion and competition, growing and retaining brand relationships has never been tougher. Authors Tom Duncan and Sandra Moriarty's practical, hands-on business model for integrated marketing addresses these challenges. Through case studies of Saturn, Montblanc and Gillette, Driving Brand Value shows managers what processes need to be in place and how companies need to be organized to use IM. Driving Brand Value shows executives: How to recognize the 7 red flags of Marketing Dis-Integration; The 10 strategic drivers of Integrated Marketing; How to use Mission Marketing to achieve corporate goals; How to manage a brand's total communication package; 20 tough questions to ask when looking for an IM agency.
