Integrated Marketing Communications (The Marketing)

The integrated approach ensures a single, powerful communications strategy supporting the development of competitive advantage and the right level of professional communications support across all critical marketing activities, including salesforce development, retailing, customer care, and relationship marketing. In practical terms that means consistent messages and visual standards across all communications media, strengthening the corporate image and providing better value for money and simpler administration. Integrated Marketing Communications will help businesspeople to: identify the areas where integrated marketing communications are essential to achieving key business objectives; assess the opportunities for improving the quality of communications through integration of above- and below-the-line activities; develop an integrated marketing communications strategy which supports long- and short-term business objectives; identify key tasks in introducing integrated communications; identify the critical areas for communications quality management; allocate the right level of resources to above and below-the-line communications. Kevin Morley is widely regarded as the leading exponent of integrated marketing communications and has a deep understanding of the process from the perspective of senior executive, client and agency. Ian Linton is a Marketing Consultant specialising in Marketing Communications. Together the authors provide senior managers with clear guidelines on how to develop and implement their own integrated marketing communications strategy. - Lavoisier Management Nouveeautes, December 1994Linton, Ian is the author of 'Integrated Marketing Communications (The Marketing)', published 1995 under ISBN 9780750619387 and ISBN 0750619384.