ABSTRACT
Integration involves an outside-in approach to marketing communications, where customers, consumers and prospects drive the communication process. This is the direct opposite of the business attempting to force perhaps unwanted messages into the minds of sophoric semi-resistant receivers. Communication programmes may involve one or several elements of marketing communications or the promotional mix in order which enables the building of relationships of trust with customers and consumers. Successful marketing communication programmes are generally built around and rely upon: advertising, sales promotion, direct marketing, marketing public relations, sponsorship, personal selling and internet and the world wide web. Each of these elements has its own form, characteristics, dynamics, history and measures of success or evaluation. Obviously marketing communications can be built around or use any of these individually or in combination, contingent upon the communication task.
