Schultz, DonMacdonald, Emma K.Baines, Paul R.2013-02-012013-02-012012-11-01Emma Macdonald and Paul Baines, Best Practice: Integrated Marketing Communications, Admap, November 2012, Pages 44-45.0001-8295http://dspace.lib.cranfield.ac.uk/handle/1826/7812Integrated marketing communications can substantially improve target audience reception, message resonance, and positive behavioural response but, to reach its true potential, the process requires a strong focus on data integration/customer insight.en-UKThe definitive version of this paper is available at www.warc.com/admapintegrated marketing communications, IMC, outbound communications, advertising, media consumption, real time experience trackingArticle