Marketing and all things related

When we teach marketing, we always dread the required textbook chapter on integrated marketing communications. While marketing textbooks easily explain the concept, we tell our students that precious few marketers understand how to implement IMC. Now it seems there is a research study supporting our contention. Forrester Research discovered that only about 14% of marketers can even define the term. Only 9 % of marketers are currently practicing optimized IMC programs. According to DM News, “Forrester’s definition of integrated marketing goes beyond marketing coordination across channels and creates an emotional experience and sustained relationship with the customer.” Marketing Blurb believes that large companies lack internal coordination, and use too many independent resources to achieve any sustained integration of their marketing communications. Class dismissed.