from marcomissues.blogspot.com
Definition
Integrated marketing is the coordination across departments within the firm, and the various spheres of the marketing function, to achieve marketing’s task of serving the customer. It’s grounded in the recognition that the actions of the various functions in the firm impinge on the customer. Therefore, all these functions have marketing relevance and impact. [1]
Integrated marketing communication (IMC) is a marketing strategy that uses “a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives.” ]2]
See Also
Account-based marketing
Personalized marketing
Revenue marketing
References
- Kotler, Philip, Marketing Management 2nd edition, Prentice Hall, 1972, pp 21-23.
- Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)