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Managing Media and Advertising Change with Integrated Marketing

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Author Info
CALDER, BOBBY J.
MALTHOUSE, EDWARD C.
Abstract

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.

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File URL: http://journals.cambridge.org/abstract_S0021849905050427
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 45 (2005)
Issue (Month): 04 (December)
Pages: 356-361
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:356-361_05

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This page was last updated on 2009-11-15.

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