Integrated marketing mix

An integrated marketing mix is one in which these decisions support one another. The aim is not simply to make each element attractive on its own, but to create a consistent offer that meets the needs of the target market and helps achieve the business’s objectives.

An integrated marketing mix makes the four elements work together to meet the needs of the same target customers, rather than sending conflicting messages.

An integrated marketing mix is one in which the four elements support one another. Nike’s performance-focused products, premium prices, motivational promotion and online and physical availability form a connected approach. Each element helps communicate what the brand offers and allows customers to act on that message.