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An Idea A Day by David Thompson

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MARKETING

INTEGRATE COMMUNICATIONS

Jim Blythe

IN RECENT YEARS, the hot topic in marketing has been integrated marketing communications. Marketers try to ensure that every message coming from the company is (at least broadly) telling the same story. This is extremely difficult to achieve in practice—salespeople say whatever they need to say to make the sale, different media give different slants on the message, and of course the company’s employees talk to friends and relatives about the company and its products sometimes with devastating effect.

One way of coordinating the messages is to use them to direct people to the corporate website: here ...

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