This article draws upon the importance of integration throughout every aspect of an organization. It clearly stated that integrated marketing is a strategic business process used to communicate one central brand message/platform and conveying brand identity consistently to consumers, customers, and other relevant external and internal audiences.
Interesting on how the author argued integration as an influential tool to contradict today’s fragmented world - “To fight off fragmentation effectively, everything you do to attract, convert, retain and engage your customers should be integrated”. However, such powerful counterforce is a timely process that requires a lot of perseverance. And although unflawed integration is almost impossible as this article notes, firms that do the best effort of coordinating their brand communication programs guarantee an advantage.
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