The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers.
Next, the marketer develops an integrated marketing programme that will actually deliver the intended value to target customers.
The marketing programme builds customer relationships by transforming the marketing strategy into action.
It consists of the firm’s marketing mix, the set of marketing tools (four Ps) the firm uses to implement its marketing strategy: product, price, promotion, and place.
Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.