This article appeared in Marketing the Law Firm, an ALM/Law Journal Newsletters publication reporting on the latest, and most effective, strategies for Chief Marketing Officers, Managing Partners, Law Firm Marketing Directors, Administrators and Consultants.
Integrated communications can have a positive outcome on business results, such as increased revenue, improved customer loyalty and better brand reputation. Yet, believing integrated communications is imperative to these outcomes, it is rarely successfully implemented, according to Larry Percy in his book, “Strategic Integrated Marketing Communications, 4th edition.”
