TY - JOUR
T1 - Managing media and advertising change with integrated marketing
AU - Calder, Bobby J.
AU - Malthouse, Edward C.
PY - 2005/12/1
Y1 - 2005/12/1
N2 - This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.
AB - This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.
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U2 - 10.1017/S0021849905050427
DO - 10.1017/S0021849905050427
M3 - Review article
AN - SCOPUS:33644880218
SN - 0021-8499
VL - 45
SP - 356
EP - 361
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 4
ER -