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Integrated marketing is less of a transformation, but more of a best practice. It refers to the weaving together of all the threads of the marketing mix, combined with the extended strategic team (development, sales, customer support, management).
The objective is to develop and execute a market development programme that is flexible and sensitive to the shifts in market and customer demands, but maintains and reinforces the key strategic vision.
Pragmatic Strategy is a strong proponent of this methodology, and has relied on its implementation to achieve key objectives for a number of organisations.
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