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Integrated Marketing Mix

  • By: Julie E. Volkman
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

The integrated marketing mix stems from integrated marketing strategies and communication that presents individuals with a seamless experience regarding consumer buying. Generally, integrated marketing coordinates different marketing strategies, such as public relations, advertising, social media, and more, rather than each strategy working independently of each other. The integration of these marketing strategies is seen to be more cost-effective and lead to a more positive and holistic consumer experience.

For health communication, the integrated marketing mix appears in the social marketing framework in which consumer marketing techniques and strategies are adapted for health behavior changes. Social marketing represents an important perspective regarding health campaigns, where behavior change is often encouraged within a specific target audience. As marketing strategies and techniques often focus on purchasing behaviors, such as ...

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