Integrated Marketing Communication

Benjamin Glass, an attorney in Fairfax, Va., uses yellow pages to advertise his own business, and he’s developed expertise in advising other lawyers about their integrated marketing communications strategies. Here are his four tips for [Read More]

And more U.S. businesses are taking notice. In 2006, b-to-c and b-to-b marketers collectively spent $14.4 billion on yellow pages advertising, up from $13.8 billion in 2002, reports Universal McCann. Simba Information, a Stamford, Conn.–based [Read More]

Business owners have long embraced by-the-book marketing tactics to attract new customers, from brochures and advertisements to direct mail and public relations. Karen Leland has found success with a less traditional strategy: publishing a book. [Read More]

Everybody’s doing it. At least, everybody says they’re doing it. But for most business-to-business marketers, integrated marketing communications is little more than a buzzword. Most marketers can’t even agree on what the term means. They [Read More]

Eight-seven percent of marketers say public relations is a valuable component of an integrated marketing communications program, according to a survey by the Association of National Advertisers. The problem is that many of the press [Read More]

The most valuable — and elusive — commodity in an integrated marketing communications plan is the great idea, the kind of attention-grabbing thought that explodes on the scene, turns heads and generates buzz. The Big [Read More]