整合营销理论对于经营者已不再仅仅是一个理论上的愿望而是那个逐步走向分裂的传播环境的一个越来越迫切的需求。整合营销要求各种单一的营销途径为了共同的目标而没有任何偏见的结合起来,和谐地运转。除此之外,再没有别的传播战略可以提供这种适应市场竞争的优势。——Susan Atteridge AT&T 公司副总裁 Integrated marketing theory is no longer just a theoretical desire for the operator but an increasingly urgent need for gradually moving towards a split communication environment. Integrated marketing requires that all kinds of single marketing approaches operate in harmony without any prejudice for common goals. Apart from this, no other communication strategy can provide this advantage of adapting to market competition. --Susan Atteridge AT & T Vice President