Total integrated marketing
DESCRIPTION
An integrated approach for firms to manage change in the marketplace and maintain competitiveness by integrating marketing imperatives into all functions in the firm creating an integrated system.
An integrated approach for firms to manage change in the marketplace and maintain competitiveness by integrating marketing imperatives into all functions in the firm creating an integrated system.
KEY INSIGHTS
Rather than viewing marketing as the domain of the marketing department of a firm, the total integrated marketing approach establishes the primacy of marketing by requiring that every single person in the firm work toward winning and keeping customers. The lack of integration of all the firms’ capabilities towards this goal is considered to be the main reason why firms fail (Hulbert, Capon, and Piercy 2003).
Rather than viewing marketing as the domain of the marketing department of a firm, the total integrated marketing approach establishes the primacy of marketing by requiring that every single person in the firm work toward winning and keeping customers. The lack of integration of all the firms’ capabilities towards this goal is considered to be the main reason why firms fail (Hulbert, Capon, and Piercy 2003).
KEYWORDS Integration, functional integration
IMPLICATIONS
The total integrated marketing approach implies dropping long-held marketing assumptions and moving towards accepting an integrated change process aimed at improving profits and increasing sales. In adopting the total integrated marketing approach, the firm puts the focus of marketing within the implicit functions of each of the firm’s departments. Attracting and keeping customers becomes the overriding goal emanating from a customer-centric organization, with integrated planning towards that starting at the firm’s top level.
The total integrated marketing approach implies dropping long-held marketing assumptions and moving towards accepting an integrated change process aimed at improving profits and increasing sales. In adopting the total integrated marketing approach, the firm puts the focus of marketing within the implicit functions of each of the firm’s departments. Attracting and keeping customers becomes the overriding goal emanating from a customer-centric organization, with integrated planning towards that starting at the firm’s top level.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Moenart, R. K., Souder, W. E., De Meyer, A., and Deschoolmester, D. (1994). ‘R&D– Marketing Integration Mechanisms, Communication Flows, and Innovation Success,’ Journal of Product Innovation Management, 11, 31–45.
Moenart, R. K., Souder, W. E., De Meyer, A., and Deschoolmester, D. (1994). ‘R&D– Marketing Integration Mechanisms, Communication Flows, and Innovation Success,’ Journal of Product Innovation Management, 11, 31–45.
Marketing Management
Parry, M. E., and Song, X. M. (1993). ‘Determinants of R&D: Marketing Integration in High Tech Japanese Firms,’ Journal of Product Innovation Management, 10(1), 4–22.
Parry, M. E., and Song, X. M. (1993). ‘Determinants of R&D: Marketing Integration in High Tech Japanese Firms,’ Journal of Product Innovation Management, 10(1), 4–22.
Services Marketing
Ho, K., Jacobs, L., and Cox, J. (2003). ‘Go away! Don’t Bother me! I Don’t Want your Money!’ Journal of Services Marketing, 17(4/5), 379–392.
Ho, K., Jacobs, L., and Cox, J. (2003). ‘Go away! Don’t Bother me! I Don’t Want your Money!’ Journal of Services Marketing, 17(4/5), 379–392.
Sales
Piercy, N. F., and Lane, N. (2005). ‘Strategic Imperatives for Transformation in the Conventional Sales Organization,’ Journal of Change Management, 5(3), 249–266.
Piercy, N. F., and Lane, N. (2005). ‘Strategic Imperatives for Transformation in the Conventional Sales Organization,’ Journal of Change Management, 5(3), 249–266.
Piercy, N. F., and Lane, N. (2003). ‘Transformation of the Traditional Salesforce: Imperatives for Intelligence, Interface and Integration,’ Journal of Marketing Management (Helensburgh), 19(5/6), 563–582.
BIBLIOGRAPHY
Hulbert, James M., Capon, Noel, and Piercy, Nigel (2003). Total Integrated Marketing: Breaking the Bounds of the Function. New York: Free Press.
Hulbert, James M., Capon, Noel, and Piercy, Nigel (2003). Total Integrated Marketing: Breaking the Bounds of the Function. New York: Free Press.
trade marketing see business-to-business marketing
trade secret see intellectual property
trademark see intellectual property
trade secret see intellectual property
trademark see intellectual property