It’s never been easy for companies to change. One of the major reasons for that is due to money. The traditional methods of compensation are butting up against true integrated marketing organizational change. To work in a truely integrated team, one must look at all the communication tools available and select those that best fit the objective at hand. However, the past ways of doing business are to sell what will make you the most money. Marion Arathoon explores this in her post on the pros and cons of the single P&L on LiveMint.com by the WallStreetJournal.
The single P&L for Integrated Marketing Communications
July 30, 2008 by Patrick Richardson
