Implementation of an Integrated Marketing Plan

successful integrated marketing requires management of three business drivers:

1. Identity, which is seen as the core strategic element of differentiated value
2. Development and alignment of organizational culture and mobilisation all employees behind authentic identity and unique value, with lean, value-focused business processes and good resources. Shared learning is an important element of success.
3. Integrated contact management (integrated communications, creating valuable experiences for customers).

The essential identity of the firm needs to be melded and harmoniously operationalized in a coherent brand/company-wide strategy, through quality of ideas, technology, processes, human resources and leadership. This identity expresses itself in different forms, including:

• Vision, cultural values, unique, competence, purpose
• Positioning, brand essence, brand personality
• Product/service design values, business model, integrated scorecard
• Governing idea and customer satisfiers/values
• Marketing communications and media] mix.