Abstract
The planning process associated with integrated communications may be particularly important to retailers as they cope with increased competition and diverging channels. This paper reviews the integrated process with a particular eye to brand building. Examples of retail applications are also provided, including issues related to customer databases.
| Original language | English |
|---|---|
| Pages (from-to) | 11-17 |
| Number of pages | 7 |
| Journal | Journal of Marketing Communications |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2001 |
Keywords
- Behavioural Segmentation
- Branding
- Databases
- Integration
- Retailers
ASJC Scopus subject areas
- Business and International Management
- Marketing