Integrated Marketing As Fundamental Principle Of The Marketing Concept

Integrated Marketing:-

The principle of integrated marketing calls for a full coordination and integration of the various marketing activities performed within the organisation. The coordination has to be achieved at three levels. First, all the marketing activities, such as product development, marketing research, pricing, distribution, sales-force management, advertising and customer relations should be coordinated and integrated to achieve the marketing goals. Second, the marketing activities need to be coordinated with the activities of the other departments within the organisation, such as purchasing, production, personnel and finance. Third, there should be effective coordination of the organisation's activities with the external institutions, such as marketing intermediaries, transporters, advertising agencies, market research companies, etc.