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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
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
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
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
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
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
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
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
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
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
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