10 drivers of integration of duncan and moriarty

Duncan and Moriarty observed that many marketing roles, especially in the service sector, essentially consist of positions in which communication represents the central element of marketing activities4. According to their perspective, communication is not only generated by marketing activities, but. Authors Tom Duncan and Sandra Moriarty's practical, hands-on business model for integrated marketing addresses these challenges. Through case studies of Saturn, Montblanc and Gillette, Driving Brand Value shows managers what processes need to be in place and how companies need to be organized to use IM. Driving Brand Value - Using Integrated Marketing to Manage Profitable Stakeholder Relationships. Tom Duncan and Sandra Moriarty McGraw-Hill, New York, , ISBN 0 .

Duncan and Moriarty () point out that integration exists when planned messages (what the organisation says) are confirmed by service and product messages (what the organisation does), and further confirmed by unplanned messages (what unbiased observers say) about the organisation, its services and its products. For the organisation’s communication to be integrated, messages from all four. Integration The need for integration to properly coordinate communication in the organisation should be an integral part of every efficient and result driven organisation. Integration is about the coordination of strategic efforts to ensure clear, consistent and competitive messages through synergy and a unified approach (Angelopulo and. Duncan and Moriarty () suggest that marketing integration, or `integrated marketing' (IM), is generated through the implementation of ten drivers. Each of the ten drivers falls.

A communication-based marketing model for managing relationships. Journal of Marketing, 62(2): Duncan, T.R. Moriarty, S.E. (). Driving brand value. According to Tom Duncan and Sandra E. Moriarty (), an appreciation of Besides, integrated communication as an outside-in planning model was. 10 Marketing communications: strategies, tactics and planning Duncan, T. and Moriarty, S. () Driving Brand Value. New York: McGraw-Hill.