Why an Integrated Marketing Strategy?

What is integrated marketing? Wikipedia defines it as the customer centric, data driven method of communicating with the customers. Integrated marketing is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. While that definition says what it is, it doesn’t say why we do it. From Neolane: Todays marketer has