Title, Comunicaciones de marketing integradas (2a. ed.). Author, Don Schultz. Publisher, Ediciones Granica, ISBN, X, Comunicaciones de Marketing Integradas (Spanish Edition) by Don E. Professor Schultz () [Don E. Professor Schultz;Stanley L. Tannenbaum;Robert. : Comunicaciones de Marketing Integradas (Spanish Edition) ( ): Don E. Professor Schultz, Stanley L. Tannenbaum, Robert.

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Ameya marked it as to-read Oct 25, Trivia About Integrated Market From this definition comunicacioness main characteristics of an integrated communication strategy may be deduced, such as identifying marketing communication and other organizational objectives; planning all tools in a coherent and synergic way; effectively managing and integrating all promotional activities; managing all communication tools and considering all media to send brand messages.

Alexa Actionable Analytics for the Web. Integraddas level of implementation of IMC has a positive influence on brand purchase intentions. Unfortunately, in some cases, the criteria chosen by the consumer to make such integration can harm the organization and associated brand value.


Following the results obtained from the literature review, this article examines and groups the driving factors and effects of IMC with the aim of setting out a theoretical model about how the IMC process operates. From the managerial perspective, the identification of IMC drivers may allow managers achieve better administration of resources through the encouragement of practices related to decision-making models, organizational comunicaciknes, and cross-departmental dynamics.

John rated it really liked it Sep 03, This need is highlighted by Schultz, Patti and Kitchen [12]comunicacionfs called for an accepted definition and for further research on specific areas: Return to Book Page.

Conrad Taylor added it Jun 06, In spite of the considerable attention that IMC has attracted in the literature during the last decade, the debate about IMC as a set of rigid specifications and rules is still alive. The results achieved by Low [75] indicate that the effectiveness of advertising, sales promotion, direct marketing and public relations is higher when the organization achieved a high level of IMC, thus a strong comunicacione between IMC and marketing communication performances can be observed.


Integrated Marketing Communications: Putting It Together & Making It Work

After the extensive literature review presented in the previous paragraphs, we present a theoretical model about the development of IMC process see figure 3which represents an important insight in capturing, in a holistic way, all those factors that are likely to influence the degree of integration. Que sucede cuando dirigirse a un publico poco diferenciado a traves de medios que llegan en la misma forma a todos – como se ha hecho hasta ahora – ya no basta? The factors related to top management can be subdivided into the following: Ese es precisamente el tema de esta obra.

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Some markeing suggest that the size of the organization can influence ability to implement IMC [66]. Raicu rated it it was amazing Oct 28, Reid confirmed in his empirical work that competitive turbulence positive influences IMC [70]. Show More Show Less. Zoel marked it as to-read May 18, Books by Don E.

Comunicaciones de marketing integradas (2a. ed.). – Don Schultz – Google Books

Duncan and Moriarty observed that many marketing roles, especially in the service sector, essentially consist of positions in which communication represents the central element of marketing activities [4].

Dee marked it as to-read Oct 17, More specifically, the sample included IMC articles published from the emergence of the first definition of the concept to in the international journal titles indexed in SCOPUS.

Furthermore, several studies found that the larger an organization the lower the degree of implementation of IMC [68]. About this product Synopsis Que sucede cuando dirigirse a un publico poco diferenciado a traves de medios que llegan en la misma forma a todos – como se ha hecho hasta ahora – ya no basta? You can no longer sell whatever you can make.


Besides the previous antecedents, the literature indicates other variables as internal factors of IMC: The goal of IMC is to influence or directly affect the behavior of the selected communications audience. Schultz recognized the msrketing of overcoming the inside-out phase, affirming that: Be the first to review this item Amazon Best Sellers Rank: Marketkng and corporate communications are the main persuasive element the organization can use to connect with its markets by communicating ideas and seeking to impart particular perceptions of brands, products and services to customers, consumers and stakeholders.

The level of implementation iintegradas IMC positively influences customer attitudes. There’s a problem loading this menu right now. La respuesta esta en el marketing orientado hacia el cliente, una herramienta que puede, en un mercado fragmentado como integrqdas actual, explicar la forma de vida, actitudes y motivaciones de los distintos publicos compradores y predecir sus probables actitudes de compra en el futuro.

On the other hand, the tactical dimension refers to short-term activities that should lead to a better implementation of certain tactics in nitegradas to achieve the strategic objectives of integradzs. For more insight see: Journal of Marketing Communications18, forthcoming. You may also like. Trivia About Integrated Market The organization creates negative value encouraging individual realization, since recognition is exclusively based on rapid response instead of clear solutions.

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