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2) Principles of Communication Integration (Robert Minnie (18002393)…
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4) Make integration a strategic move. There are 10 specific strategies for marketing integration (Angelopulo et al, 2013). The following processes assist in the alignment of the organisation's operations for the effective delivery of products, services and costumer satisfaction. 1. Create and maintain a relationship with customers and stakeholders which is achieved through credible communication. 2. Focus on all of the stakeholders and their relationship which will determine long-term value of a product/brand and its profitability. 3. nourish strategic consistency instead of independent brand messages. 4. Valuable interactivity is better than a mass-media monologue. 5. Promote the corporate mission and not just the product claims. 6. Use 0-based planning rather than adjust previous plans. 7. Cross-functional planning instead of departmental planning. 8. Create core competencies. 9. Integrated agencies are better to use than traditional agencies. 10. Build and nurture a database to maintain customers rather than just trying to find new ones (Angelopulo et al, 2013)
Nancy Huntly 19003725.
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