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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
27/07/2007 CODAR, IMC and Touchpoint Planning - methods and NSPCC practice Reports and White Papers The challenge with IMC is how practically to do it. This important paper by Prof Angus Jenkinson ("Evolutionary implications for touchpoint planning as a result of neuroscience: A practical fusion of database marketing and advertising") describes a practical approach, with applicability across all channels. More
03/01/2007 How to use information to manage customer experience? Reports and White Papers This published paper by Jenkinson (Do organisations now understand the importance of information in providing excellent customer experience?) explores best practice in applying customer information to the creation of value. It argues that although the fundamental principles of applying data to customer experience and marketing were understood by the early 1990s, many companies have still failed to take advantage of information to optimise customer experience and profitability. Gives examples of good practice. More
30/11/2006 John Singer on marketing networks Reports and White Papers Singer argues in this MIT Sloan paper that we need to move from a narrow concept of brand to a system-wide approach to strategy in which the network, like an ecological system, in which the organisation is placed is central to marketing strategy. An ecological approach has good history as a framework to marketing strategy and is relevant to the 'whole organisation' approach of Integrated Marketing More
18/10/2006 Leadership, change and peak performance Reports and White Papers This short paper by Angus Jenkinson explores the role of leadership in integrated marketing, and in particular the process of creating "self-actualisation" in organisations. It was published online by the customer management community More
18/10/2006 Executing Peak Performance Reports and White Papers This short discussion by Prof Angus Jenkinson is part two of the discussion begun in the paper Leadership, Change and Peak Performance. Here describes key steps for executing peak performance, principally around understanding and developing a unique value capability of the organisation. More
10/10/2006 Stellar Tool Overview Reports and White Papers Stellar is a powerful value, strategy, identity and brand management architecture and toolkit co-developed by the Centre for Integrated Marketing. This provides a brief overview. Stellar is a registered trademark. More
10/10/2006 Stellar and Nokia Case Studies This case study, developed for illustration purposes, shows how Stellar might be deployed as a communication tool in an organisation to explain its beautifully unique characteristics and strategy. With thanks to Nokia. Stellar is a registered trade mark of Stellar Ltd which holds the IP. More
01/02/2006 How Stellar revealed the lack of fit between AA and British Gas Reports and White Papers This case study reveals some research by the Centre using the Stellar tool when we were working with Centrica: research which highlighted the lack of fit between its two main companies, leading in due course to divestment of AA in 2004. More
01/02/2006 IBM in the City: 5% of TV budget yeilds 7000% ROI Case Studies IBM allowed its UK subsidiary to take a small part of the TV budget and use it in an integrated campaign to improve its share of bsuiness in the City of London. The resulting integrated solution produced dramatic ROI results More
23/01/2006 Winning with Customers Reports and White Papers The world's largest study of Integrated Marketing identified the performance of 200 UK brands and how to improve. More
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