Concept de management care reprezinta faptul ca toate aspectele comunicarii de marketing (adica advertisingul, promovarea vanzarilor, relatiile publice si marketingul direct) lucreaza ca o forta unica, fara a permite niciuneia sa lucreze izolata.
A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.
