page 16 July 19, 1993 How to overcome the barriers to integration Most nii)na]>€rs recognize ihe need for integrated marketing cotnnuinications programs. Few question Ihe value. Bui once they decide to develop some type of iniegraled program, many find several barriers, both within and outside their organization. In previous columns. I discussed some of the external problems, particularly ihose which agencies have. But the internal barriers to an integrated program are commonly just as great…
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