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Features of Good Integration: Two Cases and Some Generalizations |
John DeightonHarvard Business School
Why would one not integrate a communications campaign? Integration is surely the natural condition, the simple and obvious way of doing things. Most marketing problems are solved with a combination of tools, even if the blending is no more complex than synchronizing advertising with trade promotion schedules. Unintegrated communication campaigns are aberrations, mistakes to be explained and avoided.
When a campaign is not integrated, the explanation can usually be found in the intensely specialized organization structure that manufacturers and their advertising agencies have built to manage their broad interests. Specialization is a good ...
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