The
JAGWire
Integrated Market Strategies
JAGWire
Integrated Market Strategies
The Hope Behind the Hype of Integrated Market Strategies
By Julia A. Glenister and Rick Crandall, PhD
Considerable lip service has been given to the value of integrated marketing for many years. Most
everyone says they do it, but where are the success stories?
Indeed, no two companies seem to agree on exactly what integrated marketing is, let alone on how to
achieve true integration between the various PR, advertising, investor relations, product marketing, sales
and customer service departments.
In fact, the continued existence of different departments that often barely speak to each other — such as
sales and customer service — is testimony to the lack of marketing integration.
For purposes of simplicity, we will define integrated marketing as a combination of strategic,
organizational and message integration leading to the coordination of the methods and “feel” of
communication with customers and prospects.
Some say we need a new name for integrated marketing. Others are actually putting it in their titles.
Meanwhile, the bigger PR agencies are dropping PR from their corporate taglines, acknowledging the
fact that the broader concept of “communications” better fits their clients’ needs.
If the value of integrated marketing is so well accepted then why is it not being used more?
We think that the simple answer is the organizational structure of marketing-related departments and the
logical internal politics that follow.
Our article on page two, "Five Steps to Integrate Communications,” identifies actions that can be taken
within politically charged environments.
Fall 2003 Issue
By Julia A. Glenister and Rick Crandall, PhD
Considerable lip service has been given to the value of integrated marketing for many years. Most
everyone says they do it, but where are the success stories?
Indeed, no two companies seem to agree on exactly what integrated marketing is, let alone on how to
achieve true integration between the various PR, advertising, investor relations, product marketing, sales
and customer service departments.
In fact, the continued existence of different departments that often barely speak to each other — such as
sales and customer service — is testimony to the lack of marketing integration.
For purposes of simplicity, we will define integrated marketing as a combination of strategic,
organizational and message integration leading to the coordination of the methods and “feel” of
communication with customers and prospects.
Some say we need a new name for integrated marketing. Others are actually putting it in their titles.
Meanwhile, the bigger PR agencies are dropping PR from their corporate taglines, acknowledging the
fact that the broader concept of “communications” better fits their clients’ needs.
If the value of integrated marketing is so well accepted then why is it not being used more?
We think that the simple answer is the organizational structure of marketing-related departments and the
logical internal politics that follow.
Our article on page two, "Five Steps to Integrate Communications,” identifies actions that can be taken
within politically charged environments.
Fall 2003 Issue
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