集成行销（Integrated marketing），即集成行销传播（Integrated marketing communications），指将一个企业的各种传播方式加以综合集成，其中包括一般的广告、与客户的直接沟通、促销、公共关系等。从管理的面向出发，包含生产、销售、人力资源、研发、财务等管理元素，（王福闿，2012）并且集成个别分散的传播信息，从而使得企业及其产品和服务的总体传播效果达到明确、连续、一致和提升。

Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders (Kitchen & Burgmann, 2015). Coupling various methods together is added value in creating successful communication as it harnesses the individual benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. Achieving synergy and clarity amongst the elements is then able to construct a valuable comprehensibility amidst messages when addressing the audience in order to build relationships with them and foster short, medium and long term profitability (Pitta, Weisgal & Lynagh, 2006). Primarily the company has a concise plan detailing the campaigns intentions of what they want to achieve from the different mediums used. To be able to achieve success through IMC marketers will identify the boundaries around the promotional mix elements and how the effectiveness of the campaigns message will be grasped by the audience (Dahl, Low, & Eagle, 2015).