Volume 1 – 2009 (0009)

Organizar para a Comunicação de Marketing Integrada

Ana Catarina Martins Correia Soares 1

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal

To cite this text:

Soares, A. C. M. C. (2009), Organizar para a Comunicação de Marketing Integrada, Percursos & Ideias, Vol. 1, pp. 92-98.

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Integrated Communication is a concept that continues to be revolutionary because it brakes down the barriers between organizational departments and sectors. This way, it makes it possible to create conditions to implement objectives and goals within a mid to long term plan. Why? These objectives and the relationships with the market are based in communications directed at the consumers and other stakeholders1. Independent of what we may think about how much of this is revolution and how much is evolution, Integrated Communication represents a change in the marketing communication that is winning its own space as much in industry as it is in education.


Communication, Sharing, Synergy, Transfunctionality, Global.