Integrated marketing is basically a management strategy, which is closely related to integrate marketing communications.  This term is used to describe a holistic approach to marketing communication. The idea is to ensure the consistency of message and the complementary use of media.  In integrated marketing, the essential identity of the firm needs to be molded and operational zed harmoniously in a coherent brand or company – wise strategy.  This can be done through quality of ideas, technology, processes, human resources and leadership.  This identity can be expressed in different forms such as:-

1. Vision,  which is expressed through cultural values, unique, competence, purpose
2. Positioning, by brand essence, brand personality
3. Product/service design values, and business model, integrated scorecard
4. Governing idea and customer satisfiers/values and
5. Marketing communications and media mix.

Integrated marketing is a strategy, which when correctly deployed, leads to the interconnection or evolution of a number of contemporary management principles. These can be incorporated as market positioning, brand identity corporate identity as management objectives. The success of any organization depends on proper functioning of various departments and integrated marketing ensures that the entire department has the same focus viz. customer satisfaction and with this objective, integrated marketing is used as a successful tool in meeting company’s objectives. It has benefits for both, company as well as customers.  The company can achieve economies of scale and be successful in their venture. The customer, on the other hand, is benefitted by getting one message from the company, by way of brand or product. As all the departments of the company work together, there is harmony and the net result is customer satisfaction