2. Let’s Brainstorm! Get into pairs and discuss the following questions: 1. Why do you think integrated marketing is so important? 2. What do you think is the most important change that marketing has seen in the past decade? 3. What one company do you feel has really stayed on the forefront of marketing today?
3. Definition of “Integrated Marketing” Coordination and integration/consistency Maximizes impact on stakeholders Minimal/optimal cost
6. New Trends and Capabilities Increase in information technology capabilities Shifts in channel power Retail to web; increase in avenues of information Increase in competition Nationally and globally; small and large
7. New Trends and Capabilities Brand parity Consumer difficulty in differentiating between brands Information integration Contact point management and “path to conversion” The fall of the TV ad (and mass media)