The continuous increase in competition since the second half of the twentieth century has made it more challenging for brands to maintain their positions in the industries in which they operate. Maintaining a position in a competitive environment and ensuring sustainability of operations necessitated the development of different marketing approaches. Integrated marketing is a concept that has emerged around these developments (Çalık, Altunışık and Sütütemiz, 2013: 139). Integrated marketing approach is a marketing method that positions the customer at its core. Efforts toward ensuring loyalty through activating the customers’ buying impulses and making the customers a part of the business form the foundations of integrated marketing (Garda, 2016: 246). Therefore, how communication is used for integrated marketing becomes essential. The defining role of communications in explaining the differences between other marketing methods and integrated marketing communications will be one of the focus points in this study. Integrated marketing emerged as an alternative in the 1990s when it became apparent worldwide that mass marketing alone remained insufficient. Integrated marketing made a place for itself within main business policies because it brought along customer loyalty (Yılmaz, 2006: 54). Integrated marketing is considered an approach that involves requirements such as collaboration of experts, effective use of technology and communications and coordination of materials. Integrated marketing as a marketing method with a recent history consists of using a holistic approach to marketing without being restricted with specific boundaries. It is a fact that there is growing interest in integrated marketing worldwide. Fragmentation of markets and high number of available marketing tools are among the key factors that affect such increased interest in integrated marketing. Furthermore, businesses that aspire to deliver consistent messages to their customers through integrated marketing also have a positive impact on the development of integrated marketing (Takalani, 2015: 90). Identifying all the factors that are influential in the development and use of integrated marketing developments in particular, are among the objectives of this study. Keywords: Marketing, Integrated Marketing, Integrated Marketing Communications. , and these
Marketing, Integrated Marketing, Integrated Marketing Communications.