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Integrated marketing communication Cuttin-edge companies maximize sales performance and customer loyalty by aligning all of the sales, marketing, and customer service programs under a single vision. The key: defining your organization's unique selling proposition and mobilizing all of your key departments to synergistically deliver it. OVERVIEW Integrated marketing is hardly a new idea. Executives have been talking about its advantages for years, but few took the trouble to practice it. Recent changes in the marketplace, …

…desktops. The whole process, say the authors, can be completed in "as little as fifteen minutes. . . . This saves time and cuts transaction costs, but it also ensures that no customer ever has to re-enter configuration information." By integrating multiple processes and disciplines, "the site now facilitates several billion dollars' worth of transactions annually, while reducing several hundred million dollars' worth of servicing costs. It also strengthens relationships with customers and reduces their propensity to defect."