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Page last updated: 21 September 2012

Documents

The Centre for Integrated Marketing has published many papers, case studies and presentations. Here you will find a selection.


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Date Title Category Overview Link
20/09/2012 Beyond Segmentation, Angus Jenkinson Reports and White Papers 1994 paper by Angus Jenkinson outlines the basics of loyalty-based database marketing and community based segmentation More
31/01/2010 How to create successful service brand relationships Reports and White Papers SOURCE Berry, L.L, Discovering the Soul of Service. New York: The Free Press, 1999, Chapter 10 More
31/01/2010 Integrated/Offensive Marketing Audit Reports and White Papers Davidson says: Let us take a look at the individual ingredients of ‘offensive marketing’ (an aspect of Integrated Marketing) in broad terms. He describes the POISE aspects and provides an audit tool More
31/08/2009 Publications by Angus Jenkinson Reports and White Papers Publications by Prof Angus Jenkinson and colleagues at the Centre for Integrated Marketing More
26/08/2009 Tough markets require peak performance Reports and White Papers Both corporate and product brands operate within competitive markets. Players watch and copy each other’s moves. Genuinely different and better patented inventions can help to defend against this but the general consequence is that customers end up concluding there is broad parity. Is there a defence against this? More
17/03/2009 CFIM Bibliography Reports and White Papers An edited selection of books and papers that have been influential in our work. Sadly there are probably as many not included as included. More
28/03/2008 Forum for the Future Reports and White Papers The mission of Forum for the Future is to accelerate the building of a sustainable way of life,taking a positive,solutions-oriented approach. Sustainability must be an element of integrated marketing More
27/03/2008 Integrated Marketing for Personalised Marketing Strategies Reports and White Papers This is part two of two seminal papers by professors Jenkinson and Jenkinson and Mathews that focus on integrated marketing strategy, practice and management issues relevant to personalised marketing strategies for digital, customer management, CRM and direct marketing communities. This paper focuses on application practice and tools. However it also includes important information on integrated marketing practice relevant to all business leaders. Practically oriented, it looks at methods for implementing Integrated Marketing More
27/02/2008 Integrated Marketing Practice in the UK Reports and White Papers This paper introduces the largest ever academic research project into best practice in integrated marketing. Featuring a study of 200 UK brands carried out by the Centre for Integrated Marketing it explores questions like: What factors lead to great Integrated Marketing? How effective are UK brands and firms? How can you audit success? The insights were originally shared to CFIM members at a conference and then published academically in 2007. More
01/10/2007 Strategic Marketing and Integrated Marketing: Philippe Naert Reports and White Papers Notes taken from Philippe Naert, Strategic Marketing (1990); pub. Video Management, Brussels. It is an early approach to the role of integrated marketing More
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