In the previous article, I wrote a guide to integrated marketing communication
As I mentioned before, integrated marketing is using holistic approach in performing marketing activities.
Now, I have summed up integrated marketing lesson in my notes.
Please read the notes, I hope you can get benefits from this article.
There are four components of integrated marketing, they are:
1. Internal Marketing
2. Communication Marketing
3. Relationship Marketing
4. Performance Marketing
Internal Marketing
Internal Marketing is the task of hiring employees, training, and motivating employees who want to serve customers well.
Internal marketing comprises marketing department, management, and other department in the company.
Management (marketing management in marketing department) has some responsibilities, they are:
– develop planning and strategies.
– capture marketing insights
– build relationship with customers
– build strong brand
– deliver values and communicate them
– shape market offerings
– create long-term growth
Communication Marketing
Communication comprises marketing channels, products & services, etc.
Marketing channels consist of communication, distribution, and service.
Relationship Marketing
Relationship marketing consists of customers, channel, employee, financial community, and partner.
Key customers are consumer markets, business markets, global markets, government markets, nonprofit markets.
In building relationship with customer, company must understand types of needs of customer, they are: stated, unstated, real, delight, secret.
Performance Marketing
Performance marketing comprises community, legal, environment, ethics, brand & customer equity, sales revenue.
Marketing environment contains demographic, economic, natural, technological, political-legal, socio-cultural.
Holistic Marketing
Holistic marketing is integrating all the values, they are value exploration, value creation, and value delivery activities.
The purpose of holistic marketing is building long-term relationship and mutually satisfying co-prosperity among key stakeholders.
