• View the Talks
• 48 min
  1. What is marketing?

  • Prof. Michael J. Baker
• 36 min
  2. 4 traits of successful marketers

  • Mr. Drew Neisser
• 21 min
  3. Shoppernomics: understanding the structure for marketing communications

  • Mr. Roddy Mullin
• 13 min
  4. Promotional marketing

  • Mr. Roddy Mullin
• 18 min
  5. B2B data-driven marketing

  • Prof. Ruth P. Stevens
• 42 min
  6. The marketing environment

  • Dr. James Blythe
• 22 min
  7. Consumer behaviour

  • Prof. Gillian Hogg
• 59 min
  8. Organisational buyer behaviour

  • Prof. Peter Naudé
• 41 min
  9. The marketing mix

  • Prof. Michael J. Baker
• 47 min
  10. Research for marketing

  • Prof. Michael J. Baker
• 61 min
  11. Channels of distribution

  • Prof. Anne Marie Doherty
• 23 min
  12. Market segmentation - a fundamental concept of marketing

  • Prof. Malcolm McDonald
• 51 min
  13. Product strategy and management

  • Prof. Michael J. Baker
• 60 min
  14. New product development

  • Prof. Keith Goffin
• 41 min
  15. Branding and brand management

  • Prof. T.C. Melewar
  • Dr. Sharifah Faridah Syed Alwi
• 39 min
  16. Pricing and price policy

  • Dr. James Blythe
• 54 min
  17. Channel management 1

  • Mr. Julian Dent
• 56 min
  18. Channel management 2

  • Mr. Julian Dent
• 39 min
  19. Integrated marketing communications

  • Prof. Philip J. Kitchen
• 20 min
  20. Sales promotion

  • Mr. Roddy Mullin
• 51 min
  21. Sales and sales management

  • Dr. James Blythe
• 39 min
  22. The Evolution of CRM

  • Mr. Neil Woodcock
  • Prof. Merlin Stone
• 45 min
  23. Public relations

  • Dr. James Blythe
• 45 min
  24. Profit - the role of world class strategic marketing planning

  • Prof. Malcolm McDonald
• 21 min
  25. Services marketing

  • Prof. Adrian Palmer
• 59 min
  26. International marketing

  • Prof. Kevin Ibeh
• 31 min
  27. An introduction to social marketing

  • Prof. Andrew McAuley
  • Dr. Sharyn Rundle-Thiele
• 15 min
  28. Relationship marketing

  • Dr. John Egan
• 40 min
  29. The scope and nature of retail marketing

  • Prof. Steve Burt
• 17 min
  30. Stakeholders

  • Dr. John Egan
• Archived Lectures *These may not cover the latest advances in the field
• 38 min
  31. Mass communications

  • Prof. Douglas West
• 47 min
  32. Marketing and the internet

  • Dr. Jim Hamill
• 51 min
  33. Marketing for nonprofit organisations

  • Prof. Walter Wymer
• 36 min
  34. Marketing for SMEs

  • Prof. Audrey Gilmore

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Four main questions
3. Early definition of IMC
4. Deleting the early definition
5. New definition of IMC
6. Structural characteristics of IMC
7. Stages in IMC development
8. Rapidity of change
9. An end of mass marketing?
10. The paradox
11. What should be integrated?
12. Benefits of IMC
13. The 'seeming issues'
14. Brands and branding
15. An example
16. Committing to integration
17. Is IMC 'integrated'?
18. The importance of IMC (1)
19. IMC is a necessity
20. The importance of IMC (2)
21. Paradigm shift in marcoms
22. CAB hierarchy of effects
23. The importance of IMC (3)
24. Expanding brand integration
25. Branding and integration
26. Real integration
27. Client set marketing objectives
28. End note
29. Conclusion

Topics Covered

• IMC Defined
• Structural characteristics
• Rapidity of change
• An end of mass marketing
• The paradox
• What should be integrated?
• To deliver what benefits?
• The 'seeming issues'
• Progressive issues in relation to brands and branding
• An ad agency example
• The commitment to integration
• Is IMC 'integrated'?
• The importance of IMC
• Campaign (1997 & 1998) the importance of IMC
• Paradigm shift in how marcoms works
• CAB hierarchy of effects
• The importance of IMC
• Expanding brand integration: broadening influences
• Branding & integration
• Real integration
• The lead discipline driven by client-set marketing objectives

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 1, 2012