Integrated Marketing Strategy

Integrated Marketing Definitions
Integrated Marketing Community

Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated Marketing communications perspective (6th ed.). New York: McGraw-Hill/Irwin.

Integrated Marketing Communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.

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