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Summary: What makes an integrated marketing communications firm work
Review: Integrated Marketing Communications describes the nuts and bolts of what makes an integrated marketing communications firm work: strategy, execution and measurement. The authors also go into detail describing common barriers - and solutions- to running an effective IMC orgainzation. The book is rather academic, but full of valuable information, especially for a beginner to IMC or any of its elements. The charts and graphs are often confusing, but usually help drive home a good point. Two case studies at the end of the book help bring everything into perspective and tie up loose ends.Integrated Marketing Communications is an ideal book for anyone thinking about starting an integrated firm, junior employees and anyone who is new to the field of integrated communications. After reading the book, our Cramer-Krasselt book club met to discuss the book and look at how it relates to what we're currently doing. The main discussion centered around the case studies, which proved to be the most useful part of the book.
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Summary: Eye opening!
Review: They should be teaching this book in every university marketing class. Completely changed the way I look at B-2-B marketing and strategy development! After 12 years in the field, using Kottler's teachings -- this completely blows all that right out of the water! If you have an opportunity to hear Lauterborn speak -- do it. His concepts on 1-to-1 marketing are brilliant and he is an inspiring teacher. Absolutely one of the best books on B-2-B marketing ever written!
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