integrated marketing

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 ?
com)-- Cary Pierce was in charge of business development with the Lake County, FL Division of Economic Development and Tourism before he decided to tackle the position of CEO with a new integrated marketing company named Empirical Integrated Marketing.
Maguire Associates' services include strategic planning, integrated marketing, strategic pricing and forecasting, strategic financial aid modeling, enrollment management consulting, branding and image development, student satisfaction/retention studies, and research for alumni and development audiences.
com) Services: Full-service integrated marketing, advertising, communications agency with focus en strategic planning, customer relationship marketing, e-commerce and brand equity development
Parker, integrated marketing consultant and $32 million author (and contributing editor to NL/NL); Stephen Laliberte, president, iProduction; Kim Mateus, managing editor, Mequoda Group LLC; Bryan Welsh, publisher and general manager, Ogden Publishing; Kim A.
com)-- CMSP, a leading Integrated Marketing Company assisted in the launch of the The Eastern Bag & Paper Group's very first Cleaning and Janitorial Trade Show at Mohegan Sun.
Today, as colleges and universities have begun to appreciate the potential that integrated marketing has to offer them, the position of the chief integrated marketing officer has become common.
Services: Integrated marketing campaigns, Internet advertising, e-mail newsletters, customized e-mail campaigns, online research, electronic publishing and Web site development
One way is by constructing an integrated marketing plan, a plan based on conducting market research and using the results to craft marketing strategies aimed at specific segments of the target audience.

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