Abstract
Integrated Marketing communication is a marketing concept that implies that two and two equal 6, that is to say that all parts together have a greater value than each part taken individually. That's the idea of synergy. It is a new way of looking at the whole and realigning communications to look at it the way the customer sees it. It gives someone the responsability where none existed before, to unify the company's brand images and messages as they come through thousands of company activities. In this document we'll try to explain the importance of Integrated Marketing Communications. The real strength of Integrated Marketing Communications lies in the fact that it starts with the needs of the target audience.
