What is Integrated Marketing?

The marketer’s task is to devise marketing activities and assemble fully integrated marketing programs to create, communicate, and deliver value for consumers. McCarthy classified these activities as marketing mix tools of four broad kinds, which he called the four Ps of marketing:

i.              Product,

ii.             Price,

iii.            Place, and

iv.           Promotion.

The particular marketing variables under each P are shown below :

Marketers make marketing mix decisions for influencing their trade channels as well as their final consumers. Once they understand these groups, marketers make or customize an offering or solution, inform consumers recognizing that many other sources of information also exist set a price that offers real value, and choose places where the offering will be accessible.

Two Key themes of integrated marketing are that

 (1) Many different marketing activities communicate and deliver value and 

(2) When coordinated, marketing activities maximize their joint effects.

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