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Brand and Marketing Integration

Video Introducing this tutorial

Introduction

Welcome
What you should know before watching this course
How to use the exercise files

1. Integration Fundamentals

How to define integration
Reasons to invest in integration
Four types of integration

2. Vertical Integration

How to integrate vertically
Relationship to brand and marketing
How to create a vertical framework

3. Horizontal Integration

How to integrate horizontally
Barriers to overcome
Create an integration-driven organization

4. External Integration

External integration and the customer
Use the decision journey
Learn from world-class marketers

5. Internal Integration

How to create one brand
Leverage employees
Engage employees

6. Integration Process

Cultural and process integration obstacles
How to overcome these barriers
Develop a process

Conclusion

Next steps

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