Market Integration
Market Integration
Market Integration
TYPES
So, there are 5 types of market integration which is the
horizontal integration, vertical integration. Forward
integration, backward integration And conglomeration.
The first type of market integration is Horizontal
integration. Horizontal integration occurs when a firm
gains control of other firms performing similar marketing
functions at the same level in the marketing sequence
In most markets, there is a large number of agencies
which do not effectively compete with each other. This
is indicative of some element of horizontal integration,
which leads to reduced cost of marketing. So, in this
type of integration, some marketing agencies combine
with a view to reducing their effective number and the
extent of actual competition in the market.