Answer to Question #227129 in Marketing for Kay

Question

Drivers of communication integration

.According to Duncan (2002), communication integration can be defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue".
You have been appointed as an executive director for marketing and communication at Denel. Denel is a state-owned enterprise that supplies defence products and solutions that operates under the auspices of the Department of Enterprises. For more information on the company visit http://www.denel.co.za/.

Explain to top management the strategies or drivers of communication integration that you will employ to create and nourish relations with its stakeholders.

Answer 1

As the executive director for marketing and communication at Denel, I will engage all the stakeholders into a purposeful interactivity to ensure that the customers, employees, and shareholders are all purposed to achieve growth. Secondly, I will engage strategic consistency which involves the change in magnitude and direction of a firm's strategy at different points in time and in this case more on marketing and communication. Thirdly, I will advise the top management to use mission marketing which guides the corporate strategy, which, in turn, guides the marketing strategy and planning. All marketing activities should relate to and support the company's mission. Fourthly,  I will use zero-based planning which determines objectives and strategies based on current brand or marketplace conditions.