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 behavior 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. This provides a practical method for practitioners to identify their need for integrated marketing and communications and the speed with which the integration must occur.
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