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The various disciplines of marketing communications have become so fragmented and there’s such
a multiplicity of disciplines and sub disciplines that it’s necessary to develop a common
language within organizations or in organizations that are doing business together. And that
requires a taxonomy or classification of activities and practices. This is a $900 billion business
on a worldwide basis. And there really is no taxonomy or classification of the various
practices and sub practices. And that could be used for resourcing, for archiving, for
planning discussions, for acquisition strategy and a myriad of other tasks that are necessary
to plan integrated marketing communications.