Integrated Marketing

Integrated Marketing

 

Paper details:

Over the twenty years that I have taught graduate marketing, I have encountered several course titles. While “Marketing” is the simplest, the most descriptive and meaningful title I have encountered was “Marketing Integration”. To me, understanding how marketing integrates with the other important functions of the enterprise is the key difference between graduate and undergraduate marketing. My advice to my clients has always been that a marketing plan should not be necessary because marketing should be so thoroughly infused into the business plan that no separate document would be needed. This is of course a radical notion that can rarely be implemented because of resistance to change, but I do believe it to be true and it has worked for companies I have either led or consulted. Your assignment is not to necessarily agree with the concept described above, but to determine for yourself the importance of integrating marketing with the rest of the enterprise. Identify the company you do business with (retail or other type) that you believe has the best “marketing”. In an introductory paragraph, describe why you believe that company to be the best. In the remainder of the assignment identify how what you value is connected to other functions within the enterprise. Functions that might be discussed are manufacturing, quality control, engineering, finance, human resources, research and development, or any other function you believe to be relevant. Requirements for this assignment series: Please note that submissions not meeting the minimum requirements defined below will not be evaluated and a grade of zero will be entered. Assignments must be submitted on time to receive a grade. The minimum length of the assignment is 500 words, not counting the cover page, cited material or the bibliography. This is a minimum only, and “A” level papers will usually have a word count in the area of 650-850 words. At least two cited reference sources are required and cited material must be identified by quotation marks within the body of the paper and linked to the source using APA citation format. A cover page with your name, the assignment title, and the date of submission should be included