Total Integrated Marketing: Breaking the Bounds of the Function Review

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Total Integrated Marketing: Breaking the Bounds of the Function ReviewVisit this site or read below for the Denver Post Review:
http://namme.geekier.com/features/book_reviews/031130_integrated
Marketing: It's a Way of Life
By Judith Lynn Howard
The Denver Post
Total Integrated Marketing: breaking the bounds of the function
by James Mac Hulbert, Noel Capon and Nigel F. Piercy (Free Press, $28)
A paradigm shift will be required for some managers when they read this book: "Total Integrated Marketing Companies cannot achieve superior performance by placing marketing in a functional silo," the authors write. "
World-class companies do not behave this way. Marketing must have a coordinated cross-functional, cross-boundary, cross-interest external focus that links together all parts of an organization and its external partners." What does this mean? Instead of dumping marketing activities on five people who work on the company's seventh floor, the authors suggest that companies take a holistic approach to marketing and get everyone involved.
The authors provide meaty segments on how everyone - from the CEO to accountant - can contribute to the company's marketing activities. They also discuss strategy in an business era where customers and competitors and environments constantly change. Strategy is not the only objective, however.
"The intellectual capability to develop a sound strategy plan may be a necessary condition for success in a competitive environment, but it is not sufficient. Success cannot be achieved unless organizational units work together to deliver the benefits of the core strategy to customers. Without Total Integrated Marketing, the entire effort will come to naught; in the competitive markets of the twenty-first century everyone must market."
By the end of the book, the authors underscore how marketing must be a way of life for a company. In fact, the authors say, Total Integrated Marketing is not exactly new. In fact, "it is what marketing set out to be in the first place, but generally failed to achieve," the authors write. "The real challenge is implementation."
And what does it take to be a leader who understands the Total Integrated Marketing philosophy? Leaders who are "responsive yet show initiative, learn new behaviors but not forget important lessons, understand human resources yet demand high performance, be customer-sensitive but remain competitive, create shareholder value yet not be shortsighted. To reconcile these pressures demands a high caliber of creativity and leadership."
Expect this book to hit the right notes for veteran marketing executives and those leaders new to marketing, but eager to nurture a competitive advantage for their companies.Total Integrated Marketing: Breaking the Bounds of the Function Overview

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