Integrated marketing

Integrated Marketing (IM) is a management strategy and meta-discipline focused on the organisation-wide optimisation of unique value for stakeholders[1].

Although closely linked to Integrated Marketing Communications (IMC), it should not be confused with it.

The logic of integrated marketing has been described as the management of three interconnected business drivers

1. Identification and maintenance of the organisation’s or brand’s coherent identity, which is a reflection of the way it is organised and operated to provide differentiated value. This has also been described as the DNA of the organisation. Influential characteristics of the organisation include the business model, core competencies, positioning, product designs, and brand, as well as the heritage of culture and organisational purpose. In successful organisations, these come together to create differentiated value for customers. Internal characteristics of the organisation lead to external actions that become the basis of the brand, brand equity and market positioning, with consequences for future organisation development.
2. Mobilisation of all employees behind this identity and value, with lean, value-focused processes and appropriate resources. This is essentially a challenge of implementation and performance management, achieving integration, coherence and high levels of performance throughout the organisation. In marketing circles, this has sometimes been described as "living the brand" (ref), but success draws on that subtly modifies such well-established disciplines as lean, balanced scorecard/performance management, service management and internal marketing. It therefore draws on the contributions of HR, operations, organisation development, finance and other groups.
3. Integrated contact management (integrated communications, creating valuable experiences for customers). This is where IMC fits, as well as related concepts such as media neutral planning (MNP) and experience management. Although this is a key area for the marketing team, it typically also depends on the contribution of sales, operational and service management functions and processes.

While ultimately focused on the optimal recruitment and retention of customers, it also explicitly involves and has been shown to benefit employee, shareholder[3][4] and other stakeholder groups[5][6]

Although the marketing function and leadership has important role to play, integrated marketing involves all branches of the organisation.