Integrated Marketing

Paper Summary:

This paper defines integrated marketing and its usefulness in companies and their marketing campaigns. The author points out its use in measuring the success and structure of marketing campaigns as they lead to customer awareness. The paper includes several brief synopses of specific internet articles with integrated marketing as the main topics.

From the Paper:

"ROI in marketing was developed as a method of measurement and, if used correctly, could enable a company, department or executive to prove his usefulness and importance within an organization. This concept takes what used to be a difficult process and migrated it into the form of statistical analysis as well as the translation into dollars. This can be done by tracking sales or counting certain hits on a website directly related to a recent marketing campaign. Unfortunately, marketing in business has often been viewed as a "necessary evil" or something that cannot be quantified. As stated in the article listed above, "marketing people" allow themselves to feel threatened over the issue that they often cannot justify their existence within a company. They are the ones who help generate sales but it is usually indirectly linked to their positions."

More papers on Integrated Marketing:

• Research Paper # 74008 : "Strategic Integrated Marketing Communication"
• Essay # 72480 : "Integrated Marketing Communications"
• Marketing Plan # 72469 : "Integrated Marketing Communications"

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