Academic Master

Human Resource And Management, Marketing

Marketing Management And Customer Integration

The Position Of IMC Communications Within The Marketing Management Flow Chart

The IMC communication tactics fall under the situational analysis in the marketing management flow chart. This is because the IMC tactics try to determine the collaboration that could exist so as to make the best marketing decision. Marketers, therefore, have the role of determining the potential customers, collaborators, and competitors. All these are the parties that determine the best marketing strategy (Begehr 2014). The integration determines the best method to use. Thus, it is the first stage in marketing. It is the starting point of all the aspects that follow in the other layers. The situational analysis sets the stage for the strategy formulation and, later, the formulation of the marketing programs.

The Necessity Of Creating Consistency With The Current Customers

It is important that consistency and integration are made with the current customers. This is because the current customers form the current market for the organization. As such, having them on board promises the company of continued performance. On the other hand, losing the current customers would mean that the business will not go in the long run. As such, the perpetuity aspect will be a problem. It is worth noting that the customer is the king (Garfield 2006). Thus, the current customers define what the market demands from the organization. Integrating them into the marketing strategy formulation gives a chance for the provision of tailor-made products. Thus, such integration places the organization in an advantageous position in the market.

The Necessity Of Integration And Consistency On The Potential Customers

The potential customers are as important as the current customers. They form the future market for the organization and, therefore, predict future success. For this reason, their integration and consistency are quite important in enabling the organization to prepare for their needs well in advance. The potential customers portray the changing face of the customers’ needs and preferences (Begehr 2014). Therefore, integrating the potential customers provides a deeper insight into enhancing a higher level of customer satisfaction.


Begehr, J. (2014, February 3). How content will impact the future of integrated communications. (Links to an external site.)Links to an external site. Retrieved from
Garfield, B. (2006). An illogical spot, but an unforgettable campaign. Advertising Age, 77(38), 67. Retrieved from the ProQuest database.



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