integrated marketing

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integrated marketing

a business approach which stresses the need to coordinate all functions, departments and personnel in a firm and to harness their endeavours towards a common goal of attracting and retaining customers (see MARKETING CONCEPT).

Integrated marketing stresses how the activities of all functions and personnel in a firm have marketing implications. For example, the manner in which the firm operates its credit control procedures could win or lose customers, or customers could be put off by a poor delivery service.

Whether integrated marketing is effective depends to a large extent upon the position held by marketing in a business's ORGANIZATION STRUCTURE:

  1. if marketing is regarded as just one of a number of business functions alongside production, finance and personnel, insufficient integration will occur;
  2. if marketing includes all subfunctions from other departments which affect customers – credit control, customer service and distribution, then a fuller degree of integration will be attained;
  3. if a company fully accepts the marketing concept then marketing will be classed as the principal function, with all other functions (production, finance, personnel) being subordinate to it.
References in periodicals archive ?
amp; NEW YORK -- Findings from a recent Public Relations Society of America (PRSA) survey predict that integrated marketing communications (IMC) will be one of the top five proficiencies for public relations and communication professionals during the next five years.
MarketSmart Advertising is a full-service, integrated marketing communications firm located in Raleigh, N.
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The Journal of Integrated Marketing Communications is a publication produced by graduate students in Medill's Integrated Marketing Communications program at Northwestern University.
OTC BB: AMWW), a vertically integrated marketing communications consultancy providing organizations with focused marketing solutions, today announced the launch of a new corporate brand identity through its strategic partnership with Kass Uehling, a New York-based brand, corporate communications and creative consulting firm.
OTCBB:AMWW), a vertically integrated marketing communications consultancy providing organizations with focused marketing solutions, today announced the next stage in its expansion strategy with the acquisition of StreetFighter Marketing.
The company has engaged MB&A to launch an integrated marketing communications campaign, targeting the retail sector via a nationwide media relations push, analyst relations, trade show support, design and collateral production and other brand-building communications.
dawson duncan Communications is a full-service integrated marketing communications firm known for innovative marketing strategies and proven results.
OTCBB:AMWW), a vertically integrated marketing communications consultancy providing organizations with focused marketing solutions, announced today that its wholly-owned broadband subsidiary, AIMS Interactive, has joined with its partners to sell the assets of private cable system Belmere Communications, LLC in Windermere, Florida.

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