Background Note | HBS Case Collection | February 1999 (Revised June 2000)

Integrated Marketing Communications

by Robert J. Dolan


Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan.

Keywords: Marketing Communications;


Dolan, Robert J. "Integrated Marketing Communications." Harvard Business School Background Note 599-087, February 1999. (Revised June 2000.)