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Date of publication: November 13, 2011

Abstract:

Anyone looking to deploy their consumer insight and marketing campaigns internally can learn from well-established principles of consumer brand-building and marcomms. Using creative examples from their global insight and marketing best practice dissemination work with Nokia, the authors demonstrate the application of 10 classic marcomms principles to internal communication. This approach enables optimal value to be derived from insight department investment, and provides legacy infrastructure and comms equity which can be easily leveraged in the future resulting in 'total insight'

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