One of the emerging challenges of integrated marketing communications is that, in the past, marketers were dealing primarily with push marketing; the marketing department pretty much controlled all of the information that went out and could control and adjust the message that consumers were receiving.

According to Schultz & Schultz (2004), "In today's marketplace, where customers have more informational resources and more control over the messages that they let through, that's no longer the case. As a result, "Marketing and communication becomes much less a functional activity and the responsibility of one department or group, and it becomes much more of an organizational discipline - something the organization does, rather than what a specific functional department or silo does" (Schultz & Schultz, 2004)

Source: Don E. Schultz, D. E. and Heidi Schultz, H. (2004). The Next Generation. McGraw-Hill.

Does the marketing department has to be aligned with the other things that the organization is doing?