Integrated marketing and its implications for personalised customer marketing strategies

Abstract

Part 1 of 2 introduces the concept of ' integrated marketing ' and its subset, ' integrated communication ' , with results of a survey of 200 UK brands, outlines current UK performance in integrated marketing and provides a statistical foundation supported by qualitative research for a model of integrated marketing, including fi ve critical customer experiences and 22 signifi cant business performance competencies. This paper provides a foundation for a later paper on consequent opportunity areas for direct marketers and other organisations that create personalised communication in any medium.