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Ditch the Pitch: E-book explores integrated marketing

BMA Chicago this week released a new e-book that serves as an integrated marketing primer.

Ditch the Pitch: The New Integrated Marketing includes best practices, tools and templates to help business marketers get ahead. It is the first publication to come out of a new content committee headed by Belinda Hudmon, a BMA Chicago board member and senior director-digital strategy and operations at Motorola Solutions.

“We want to provide original content that will help our members,” said Marla Schrager, executive director of the chapter. Member organization Canright Communications supported the committee.

The project initially arose as part of the chapter’s young professional initiative, Schrager said. BMA Chicago has developed programming and a discounted membership rate as part its outreach to engage young professionals. “We wanted to take a step back and talk about what an integrated campaign looks like and how you develop it,” she said.

The result is a book that will be interesting to all marketers—even those who were already in the business when Don E. Schultz began talking about the integrated marketing concept in the 1990s. The 31-page volume covers everything from basic frameworks to data and analytics. Reference pages serve as an organized library, offering links to relevant web resources.

BMA Chicago marketing leaders have recorded a series of short videos to support the release of the book. Featured speakers will include Andy Bosman of McGladrey LLP, Nikos Karavitis and Jennifer Mesenbrink of Motorola Solutions, Andrew Miller of Aon, and Kathi Wright of Wells Fargo.

Members should check their inboxes for a message from BMA Chicago. The chapter is offering free downloads to all BMA members. Nonmembers can view a free excerpt from the e-book, or establish a membership to view all of the content. Visit the BMA Chicago site for more information.

 
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