Integration

Forecasting and evaluating the impact of marketing communication

Book review of IMC The Next Generation: The book is organized around the authors’ five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.

The Role of Intranets and Other e-Channels in Employee Communication Preferences (July 2002)

Analysis of survey results from 15 large organizations in the last five years shows employees’ preferred use of electronic channels may vary from commonly believed assumptions. As additional electronic choices become available, preference for electronic channels overall increases; the new electronic options do not replace other existing electronic channels in employees’ preferences. In fact, growing preference for electronic channels reduces the preference for face-to-face communication, not print, as many people believe.