For example the term 'marcoms specialist is used to describe public relations practitioners who have a greater focus on the marketing and sales aspects. It is possession of core skills that enables better results to be obtained in less time by experienced marcoms professionals However, creativity may be compromised. Conflicts may arise between short-term sales promotion goals and long-term image advertising goals. Internal power struggles between specific managers may result in a lack of coordination. The agency may lackpeople with real experience of all the marketing Today's marketing, via communications disciplines. the Internet, involves interactive oommunication. It requires an integrated approach. Messages are more credible if every communication has a consistent message and strategy.