Title: Integrated Marketing: How to Manage Brand Relationships
Abstract: Most companies agree building brand relationships is a good idea but few do it because they don’t know how. As explained in Driving Brand Value, integrated marketing (IM) is an effective way to create, retain, and grow profitable brand relationships (Duncan and Moriarty, 1997). This is because integrated marketing is a cross-functional process for bringing people and corporate learning together in order to maintain strategic consistency in brand communications, facilitate purposeful dialogue, and market a corporate mission that increases brand trust. There are three basic dimensions to IM: corporate focus, organizational infrastructure, and the integration processes.
Publication Year: 2014
Publication Date: 2014-12-13
Language: en
Type: book-chapter
Indexed In: ['crossref']
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