Don Schultz is known as the “Father of integrated marketing.” He’s worked in the industry, as a consultant and as a professor at Northwestern University’s Medill Integrated Marketing Communications program. I feel privileged to know Don personally and to have learned so much from him over the years. He’s still teaching me and I’m sharing that with you here.
I asked Don for input on my last blog post on Integrated Marketing. Here’s what he said and what he’s working on now. “Thanks for your note and sending along your views of IMC. It looks spot on to me.
The biggest problem most people have with integration is getting away from the functional views of communication and trying to understand the approach from the customer’s view.
One of the concepts we have developed is what we call SIVA, which is simply looking at the communication from the customer’s view. We have a methodology which we have found helps marketers take this customer view. I have attached a set of slides we use. Feel free to use them as you see fit. “
What’s SIVA? A new way to look at the Marketing 4 Ps (product, price, place, promotion).
Here are the slides that Don shared with me on this…
Seems like a customer-centric model to help develop marketing that will be relevant and of value to customers and prospective customers. Bravo!
What do you think about this SIVA model?
