Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies
Corinne Faure and Lisa Klein, 1994 [94-109]
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This report summarizes the proceedings of the Marketing Science's Institute's March 24-25, 1994, conference on Marketing Communications Strategies. Many people agree that integrated marketing communications (IMC) is a good idea, but there is less consensus on how to implement IMC, how to organize and control the process, how to measure outcomes, and how to organize the optimal interplay of the various elements: advertising, PR, database marketing, sales promotions, package design, and special events. Moreover, while the pressure is on to integrate existing modes of communications, new possibilities glimmer on the horizon with the much-heralded advent of interactive technologies. What role will "interactive" media play in the marketing mix? What will the impact be on the marketing communications industry? How should marketers begin to plan for an interactive future?
The conference served as a forum for business and academic marketing communications experts to share experiences, research findings and ideas, and chart a course for future practice and research. The conference was a blend of panel discussions and research presentations from both industry and academia. Three major topics were addressed: organizational issues in IMC, allocation issues, and the future of interactive marketing.
- A Homily: Deoversimplification
William D. Wells, University of Minnesota
- Organizational Issues in Integrating Marketing Communications: The Relationship Between Structure and Functioning
Wayne McCullough, IBM
- Economics of Advertising Agencies as Multiproduct Firms: Implications for Advertisers
Alvin J. Silk, Harvard Business School
- Tales From the Trenches: Integrated Communications Stories
Andrew R. Morrison, The Chase Manhattan Bank
Robert O'Brien, Polaroid Express
- Marketing Communications Budget Allocation Decision
George Low, University of Lethbridge, Alberta
- Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?
William Boulding, The Fuqua School of Business, Duke University
- Integrated Marketing: Fantasy or the Future?
Jerry Reitman, Leo Burnett U.S.A.
- Integrated Marketing and Academic Research: A Modest Call for Rethinking Assumptions
David Stewart, University of Southern California
- A Voice of Reality
Donald E. Frischmann, IBM
- New Sides of IMC
Tom Duncan, University of Colorado
- The Future of the Marketing Communications Industry: Implications of Integration and Interactivity
John Deighton, University of Chicago
- Panel Discussion: How Will the New Information Infrastructure Transform Marketing Communications?
Christopher Meyer, Mercer Management Consulting
- Some Perspectives on the Future of Advertising
Rishad Tobaccowala, Leo Burnett USA
Kevin Randolph, US WEST
David Poltrack, CBS Broadcast Group
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