Integrated brand communication planning: Retail applications

Beth E. Barnes

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


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 languageEnglish
Pages (from-to)11-17
Number of pages7
JournalJournal of Marketing Communications
Issue number1
StatePublished - 2001


  • Behavioural Segmentation
  • Branding
  • Databases
  • Integration
  • Retailers

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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