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is an assessment tool. The resulting analysis
does not suggest a particular strategy but may
be used to formulate both strategies and tactics
in a focused way by concentrating on
areas of most need.
The chapter is predicated on the presumption
that integration of corporate communication
is a good thing which can offer the
benefits of synergistic effect. Importantly,
it was recognized that a lack of integration is
likely to have dysfunctional consequences.
Lack of attention to ICC is not a neutral position
but a negative one. The assessment profile
proposed makes no attempt to measure
these effects or to justify the value of integration.
The ICC profiling approach proposed is
‘process’ driven, not outcomes driven. This
is seen as the most practical and appropriate
approach to adopt to assess integration.
However, managers may make use of relevant
‘output’ performance measures in determining
their responses to each of the dimensions
and may seek to highlight particular sub-areas
of each dimension for this purpose.
REFERENCES
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dimension’, in S. O. Monye (ed.), The
Handbook of International Marketing Communication,
Oxford: Blackwell, Chapter 13.
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implementation of database marketing:
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Schultz, D. E. (1993) ‘How to overcome the barriers
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© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors