Integrated marketing (IM) is a management strategy and meta-discipline focused on the organization-wide optimization of unique value for stakeholders. The logic of integrated marketing has been described as the management of three interconnected business drivers, which are:
1) Identification and maintenance of the organization’s or brand’s coherent identity, which is a reflection of the way it is organized and operated to provide differentiated value. This has also been described as the DNA of the organization. Influential characteristics of the organization include the business model, core competencies, positioning, product designs, and brand, as well as the heritage of culture and organizational purpose. In successful organizations, these come together to create differentiated value for customers. Internal characteristics of the organization lead to external actions that become the basis of the brand, brand equity and market positioning.
2) Mobilization 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 organization. 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, organization 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.