Don E. Schultz , I think is the guru of integrated marketing and here is his interview on the challenges and opportunities in making integrated marketing happen. Integrated marketing is all about building a "holistic" customer experience across touch points.
Here are some excerpts:
- The issue today is not "integration." The big problem is the organizational structures, and internal problems and of course, making it work.
- "Chief Holistic Officer" - Designations like this don't really help, doing it matters.
- Real issue today is: how do we do this stuff?
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