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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
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
09/12/2003 A fragmented world Reports and White Papers Identifies the dysfunctions of todayís marketing and makes the case for integration. More
01/04/2004 AA - Driving a new mix of value Case Studies The AA travel watch planner is a challenge to marketing and marketing communication theory, showing the way to a fusion of 'product', 'service' and 'communications' concepts. More
26/03/2004 Adam Wylie: WRC presentation Presentations Presentation by Adam Wylie of 23red at the Centre for Integrated Marketing Conference, 2004 on how WRC moved from a fragmented series of races to an integrated media and entertainment brand. This also eliminates an interesting relationship between agency and brand 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
01/04/2005 Amazon: bonding customers with technology Case Studies Amazonís interest in technology is in how it delviers customer value. Their method involves best practice in integrated marketing and customer management. More
21/02/2003 AOL - redefining marcoms Case Studies Using both a detailed study of AOL's mail media customer acquisition programme and a review of the history of advertising, this study recommends the new integrated approach to marketing communications planning. More
26/02/2004 Australian integrated communications project, Daniels and Kaub Presentations An interesting example by DDB in Australia of an integrated project. Re-designing the product and customer sales process was key to success. Presented with permission More
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
24/05/2004 Boots No7 - intelligent media planning Case Studies This case study identifies how adding mail media helped Boots launch a new cosmetic more effectively than using the traditional TV-dominated approach. More
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