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| Author: | Schultz, D. |
| Title: | The inevitability of integrated communications |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 139-146 |
| Index terms: | RESEARCH COMMUNICATIONS INDUSTRY ECONOMICS |
| Language: | eng |
| Abstract: | The concept and practice of integrated marketing and communications has been challenged by functional specialists and practitioners. Evidence presented shows integration being driven by technology, and, thus, an irresistible force. Advertising, as currently practiced, is based on a mass production model. The future is one-to-one marketing and communication, based on behaviour more than attitudes and driven by databases and new electronic delivery systems. "A shift of information technology" model illustrating three types of marketing systems is presented. |
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