Everyone can work together to identify the most desirable buyers and determine the best methods for reaching them. Integrating various marketing functions is now not only possible, but profitable. We believe they are related activities, but not the same. Marketing integration should take place within the company, before the message is communicated to the customer. Communications is the end result and final set of actions taken after the marketing plan has been written and executed.
Integrated marketing is a corporate philosophy that, like quality, is a belief.
It is the paradigm that will ultimately change our companies from the inside out.