Define the marketing communications strategies

Currently numerous definitions refer to an integrated perspective. This view has gathered momentum over the last 10 years and is even an integral part of the marketing communications vocabulary. though, this transition to an integrated perspective raises questions and debate about the purpose of marketing communications. For instance, should the focus extend beyond products and services? Must corporate communications be integrated in the organisation's marketing communications? Should the range of stakeholders move beyond customers? And what does integration mean, and is it attainable? With the integrative perspective a strong strategic and long-term orientation developed, though the basis for many marketing communications strategies still appears to rest with a promotional mix orientation.