What Integrated Marketing Is Not
Link: What Integrated Marketing Is Not “When the ‘Fathers of Integration’ Schultz, Tannenbaum and Lauterborn wrote ‘The New Marketing Paradigm: Integrated Marketing Communications’ in 1993, integration has always been based in customer-centric (putting the customer at the center of the organization) and data-driven marketing. Unfortunately, marketers conveniently ignored the customer-centric, data-driven part of integration.” by…
