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Page last updated: 21 September 2012


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
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
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
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
14/11/2005 Optimising Communications for Charity Brand Management Reports and White Papers The paper by Angus Jenkinson and Branko Sain presents recomendations on how to enhance communications planning through new integration and media neutral planning techniques (open planning) linked to Integrated Marketing practice. The paper is based on best practice research in charity and commercial sectors, including NSPCC and National Trust. More
04/08/2005 Universal communications: the key to the new method Reports and White Papers This paper for the financial services industry outlines key principles of the new communications method and how CODAR helps to make them work More
04/08/2005 Marketing Society e-nugget on CODAR and universal planning Reports and White Papers Our survey of 200 brands shows that universal planning is one of the keys to success. This paper explains how and why this is set to revolutionise marketing comms. More
24/05/2004 DIALOGUE: Creating value through marketing communications Reports and White Papers Communications that remain unopened, unseen, and unheard convey a message of poor attempts to communicate. This short newsletter item discusses Ballantyne's ideas on communications More
12/05/2004 The nature of the whole - newsletter item Reports and White Papers Holism is a term that was coined in 1926 and is better known through it’s derivative term, ‘holistic’, which is widely used by people endorsing the interconnected big picture. However, an exploration of its original and common meaning shows that even it falls short of the aspirations of integration. This short think piece by Angus Jenkinson discusses the nature of holism, systems thinking and wholeneness More
05/04/2004 Advances in Communications Optimisation for CRM and IMC Reports and White Papers This research-based survey of the concepts of CRM and IMC recommends a new tools-based approach to communication planning and evaluation utilising a common currency that not only blends the best of both worlds but also transcends their differences. It was prepared in support of an international academic conference at Warwick University in 2004. More
02/04/2004 Open Planning: media neutral planning made practical Reports and White Papers Research findings, see also This paper summarises a number of findings from one of the largest and most distinguished hybrid practitioner/academic research groups into media neutral integrated communications and presents many detailed and practical findings. More
01/03/2004 The new communication principles Reports and White Papers This very brief but well-researched paper lists 18 key actions/policies for top management to implement optimised communication planning More
09/12/2003 Challenges to achieving competitiveness Reports and White Papers List of barriers to communication success. More
09/12/2003 A fragmented world Reports and White Papers Identifies the dysfunctions of today’s marketing and makes the case for integration. More
09/12/2003 Unified Communications Thinking Reports and White Papers This short paper by Jenkinson and Sain of the Centre for Integrated Marketing captures the core principles for an integrated approach to communication. More
02/12/2003 In praise of MNP Reports and White Papers This preliminary paper published in CIM's Critical Marketer (2002) argues that marketing communications need bold thinking to meet today’s challenges, and that media neutral planning is the forum of the future to get us there. More
14/11/2003 MNP Propositions: research findings Reports and White Papers Between fourth-quarter 2003 and first quarter 2005 a group of senior marketers worked with the Centre for Integrated Marketing to identify key principles for the new media neutral integrated communications. These propositions were identified and agreed as part of the research programme. More
12/09/2003 Principles for the new communication planning Reports and White Papers 18 principles identified by the MNP Best Practice Group for successful media neutral integrated communication planning. These are presented without discussion More
07/03/2003 Integrated Marketing: radical ideas for a new vision Reports and White Papers Inaugural Lecture by Prof Angus Jenkinson. Highlights the power of Integrated Marketing and argues for a radical rethinking of marcoms and marketing based on the Centre's research studies. More
00/00/0000 A discussion of language in marketing communication Reports and White Papers In favour of an understood and consistent terminology in marketing communications. It proposes a clarification of concepts such as media, disciplines and channels More
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