Integrated Marketing


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 is 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.

See Also

Account-based marketing
Integrated marketing communication
Personalized marketing
Revenue marketing


  1. Kotler, Philip, Marketing Management 2nd edition, Prentice Hall, 1972, pp 21-23.

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