Vertical integration is the process in which several steps in the production and/or distribution of a product or service are controlled by a single company or entity, in order to increase that company’s or entity’s power in the marketplace.
Example: Walt Disney plans, produces, advertises, and distributes all of its products on its own.
Horizontal Integration: Walt Disney owns many studio entertainment, consumer product companies, and media networks.
Example of Media synergy: It bought Pixar and makes more advanced animation movies which distributed through Buena Vista.
Viral Marketing: Any marketing technique that uses the use of the internet.
Example of Viral Marketing: Adverts on Youtube and Facebook
Bibliography: I got some of my definitions from the website: http://bizdharma.com/blog/what-is-vertical-and-horizontal-integration/ and http://vpdao.iweb.bsu.edu/profile.html as they phrased them in a simple way with good examples.
Horizontal integration means a strategy to increase your market share by taking over a similar company. This take over / merger / buyout can be done in the same geography or probably in other countries to increase your reach.
Example:
