Integration Marketing: How Small Businesses Become Big Businesses and Big Businesses Become Empires

Introduction (Why the Business World Needs Another Buzzword) xiii

Part I The Idea 1

1 Digital New School Meets Profitable Old School 3
New School Gets Schooled (“Thank You, Sir. May I Have Another?”)

2 A Real-Life Yoda on Billion Dollar Businesses 17

3 How Integration Marketing Transformed a Self-Confessed Geek into One of History’s Most Influential People 31

4 Talking the Business Growth Talk 45
The Language of Integration Marketing (Part 1)

Part II The Strategy 55

5 Why Strategic Integration Marketing? 57
Three Magic Words

6 Taking That First Step Forward 67
Creating Your Integration Marketing Growth Strategy

Part III The Mastery 75

7 More Words that Matter 77
The Language of Integration Marketing (Part 2)

8 Minimizing Guesswork, Maximizing Growth 89
Using the Integration Marketing Score

9 Google, Snoop Dogg, and Some Bling-Bling 105
Clever Integration Marketing Tactics Everywhere You Look

Extra Credit 115

10 One More Benefit 117
Integration Marketing as Ecology

Appendix Integration Spottings 125

Index 131