TY - JOUR
T1 - The inevitability of integrated communications
AU - Schultz, Don E.
PY - 1996/11
Y1 - 1996/11
N2 - 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.
AB - 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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U2 - 10.1016/S0148-2963(96)00063-X
DO - 10.1016/S0148-2963(96)00063-X
M3 - Article
AN - SCOPUS:0030295869
SN - 0148-2963
VL - 37
SP - 139
EP - 146
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -