Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
63IC
Sy
Mix Synergy
Family
8. Marketing Programs (III · Organization and Programs)
Era
Period 5: Assets and Accountability, 2000s
Block
IC · Implementation, content
Tier
Major
Cell card
Description
Naik and Raman modeled synergy in integrated marketing communications, showing that the combined effect of advertising across media exceeds the sum of individual effects and that synergy changes the optimal budget allocation.
Managerial Implications
Marketing activities interact: advertising across media, or advertising with promotion, often produces more than the sum of the parts. When synergy exists, the optimal budget is larger and should be spread across activities rather than concentrated in the most efficient one. Measure interaction effects, not just individual returns, and coordinate campaigns across channels, because integrated programs outperform the same spend run as silos.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
