Author: ziuziu on 4-03-2017, 06:16
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Lynda - Brand and Marketing Integration
Size: 463 MB | Duration: 1h 4m | Video: AVC (.mp4) 1280x720 30fps | Audio: AAC 48KHz 2ch
Genre: eLearning | Level: Intermediate | Language: English
When the concept of marketing integration comes up, many people automatically think about external customer marketing; however, external approaches-advertising, social media, and event marketing, for example-are just one piece of the puzzle.

When the concept of marketing integration comes up, many people automatically think about external customer marketing; however, external approaches-advertising, social media, and event marketing, for example-are just one piece of the puzzle. In this course, Dina Shapiro shares a comprehensive brand and marketing integration approach that encompasses all external and internal stakeholders and touchpoints. Along with going over external marketing, Dina covers three other important types of integration: vertical, horizontal, and internal. She also explores common roadblocks and shows how to incorporate integration strategies into your own company.
Topics include

* Thinking about integration more holistically
* Investing in integration
* Integrating vertically to align with purpose, mission, and values
* Creating a vertical framework
* Integrating horizontally
* Integrating externally across all marketing communications touchpoints
* Learning from world-class marketers
* Integrating internally across employee communications
* Creating one brand
* Leveraging and engaging employees
* Overcoming cultural and process integration obstacles


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