Integrated marketing and its implications for personalised customer marketing strategies — Angus Jenkinson and Brian Mathews, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 3

This paper is the first of two summarising selected findings by the Centre for Integrated Marketing over the last five years. Implications are highlighted for direct marketers and others with responsibility for marketing strategies, managing customer relations and/or generating personal communication that is intended to be responsive to the interests and behaviours of segments and individuals (such as an interactive webpage, mobile phone text or call centre service response). However, the boundaries of such personalised communication are broad and relatively fluid. For the sake of convenience, the term 'direct marketing' is used as a broad label to cover all such forms of marketing and communication. A model of 'Integrated Marketing' based on a range of empirical and statistical research activities is considered and, in the concluding paper, the implications for direct marketers will be examined. (17 pages)

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01 Jan 2007

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