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Conducting the Orchestra

In: Brand Media Strategy

Author

Listed:
  • Antony Young

Abstract

One of the toughest acts to pull off in marketing is integration. It’s the ultimate goal for all campaigns, because it’s critical to ensuring a more complete consumer experience. But integration is hard to achieve. In a survey of marketers by the Association of National Advertisers, only 25 percent of advertisers report that they are doing integrated marketing “very well” or “excellent.”1

Suggested Citation

  • Antony Young, 2014. "Conducting the Orchestra," Palgrave Macmillan Books, in: Brand Media Strategy, edition 0, chapter 0, pages 101-114, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44771-5_8
    DOI: 10.1057/9781137447715_8
    as

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