Old hands at the integration game

By

I read with some surprise David Reed’s suggestion in “Integrate expectations” (MW September 8) that using research to develop and monitor sales promotions is a new idea. We’ve been doing it for years at IMP.

IMP has a planning department, with five planners in it doing just that. We do groups and in-depth interviews, and big tracking studies.

The company also uses databases and EPOS to measure what’s going on.

Beth Baldwin

Planning director

IMP

London SW7

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