Integrated marketing is an approach to the brand communication where the different modes work together to convey the brand message in such a way to the customer that the customer should have a seamless experience.
The marketing programs are consists of various decision for value enhancing marketing activities. Marketing activities take place in many forms. One of them is known as a marketing mix that can be defined as a set of marketing tools and approaches. The organizations and companies use these sets to achieve their marketing goals. These tools are known as 4p; product, price, place and promotion.
Therefore it can be said that integrated marketing aimed at combining different methods of marketing e.g. mass marketing, direct marketing and one to one marketing and so on. It is its goal that the market impact of each and every marketing method should be reinforced. And data generated by these campaigns in all fields should be employed.
How integrated marketing works, can be understand by the figure. In this figure different components of marketing are integrated to develop the concept as a whole.
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