In a Q&A interview with imediaconnection.com Executive Editor Brad Berens, integrated marketing guru Don Schultz of Northwestern University talks at length about the discipline that has made him an
icon in the marketing industry. Other topics covered include interactive marketing, the impact of behavioral targeting, private-label brands and new media. But the bottom line is that Schultz says
while all marketers believe they must integrate their efforts, most of them are still struggling with exactly how to accomplish this. "The big problem they have is the organizational structures, and
the problems they have internally, and making it work," says Schultz. "They keep getting hung up on the issue of 'how do we measure it?' And, no one seems to recognize that you measure it by whether
or not it has a financial impact--and not how many people passed by it, and those kinds of things."
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