Properly executing an integrated market campaign (IMC) is the most powerful business tool. When done correctly, an IMC utilizes several tools to produce a seamless marketing campaign. Although an IMC uses a variety of traditional and new tools, it must maintain the campaign's message and brand. One of the best examples is CNN.

It couldn't have been easy figuring out how to maintain interest in a 24-hour news channel. Even after creating a steady audience, how could people ever feel engaged? It… Continue

Jose Maria Noriega Continue

Recent market research has proven that consumers respond to corporate social media. Studies show consumers are willing to pay more for a product if the proceeds will benefit a social advocacy issue.

Corporations, both large and small, are joining the corporate responsibility trend. However, some talk the talk but don't walk the walk. This could create more distrust between companies and consumers, as well as putting other companies under scrutiny.

During the recent recession, a select group of… Continue