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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 16 Creating an integrated marketing plan

There’s so much choice it’s very confusing. What’s needed are the ability, experience and skill to put together a balanced plan that is a ‘recipe for success’. It will need to give you the coverage, the frequency of impact, the flexibility and the opportunity for creative excitement that you want. This is where we are looking for an integrated plan.

Mapping the explosion of choice

It’s constantly said choice, in our lives today, is the creator of stress. So pity the marketer who’s hearing the voices of advertising, PR, sponsorship and branded entertainment, buzz and experiential marketing, CRM, design, direct marketing, digital and social ...

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