An unstable economic climate has forced retailers to be more mindful of marketing spend, making integrated marketing management a vital tool for success. Rob Tuttle, Director of Solutions Marketing for Aprimo, a Teradata company, defines and discusses the importance of integrated marketing management to: 1) allocate resources and optimize ROI; 2) improve productivity of marketing in light of tight budgets and limited resources; and 3) optimize customer engagement in a personalized, one-to-one manner. Less