Unlocking Value from Integrated Corporate Communications and Marketing
September 2016 | Key Business Issues
The growing complexity of business in the era of digitization and the constantly shifting and accelerating demands of stakeholder relationships are forcing a rethink when it comes to the corporate communications and marketing functions. This report analyzes the trend toward integration of these two functions. It identifies some of the benefits that integration offers, assesses how companies can achieve those benefits, and considers the role of the integrated corporate communications and marketing function in pursuing digital transformation.