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Marketing Debate What Is the Biggest Obstacle to integrating Marketing Communications?

Although integrated marketing communications is a frequently espoused goal, truly integrated programs have been haul it) come by. Some critics maintain the problem is an organizational one—the agencies have not done a good job Of pulling together all the diliereni learns and organization* involved wñb a communications campaign. Others maintain that the biggest problem is the lack of managerial guidelines for evaluating IMC programs. Mow does a man ager knntv when his or her [MC program is satisfactorily integrated:

Take a position: The biggest obstacle to effective IMC pro> grams isa lack of agency coordination across communication units vpfisus The biggest obstacle to effect i ve IMC programs is Et I nek il f un d erstai i d i ng lis to how to op t i ma I ly d esign and eva I -Üate such programs,

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