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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Its main supporters perceive IMC as a phenomenon that has the potential to lead to global restructuring of the marketing and communication roles, through the elimination of boundaries between the main areas of marketing communication and between the business units [37].


This book is not yet featured on Listopia. To see what your friends thought of this book, please sign up. Marketing communication performance positively influences brand performance. Open Preview See a Problem? Tamika marked it as to-read Cokunicaciones 05, La respuesta esta en el marketing orientado hacia el cliente, una herramienta que puede, en un mercado fragmentado como el actual, explicar la forma de vida, actitudes marketiing mo Que sucede cuando donn 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?

According to these observations, we propose the following hypotheses: Want to Read Currently Reading Read. IMC should encourage a cross-functional planning and promote the company in toto.

A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. Furthermore, Duncan and Mulhern [79] underline that organizations implementing IMC in a schulyz adequate schulrz will have a greater ability to achieve the direct and indirect campaign objectives. Brand performance positively impacts financial returns. The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.

Top management commitment in IMC implementation has been identified by authors as one of the aspects that most influence the management of IMC as a business process.

Comunicwciones don’t have to go anyplace any more, in this era of catalogs, credit cards […]. Show More Show Less. For this reason, a common strategy must unify the activity of marketing public relations, advertising, sales promotions, direct and interactive marketing whether on- or off-line.

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Comunicaciones de Marketing Integradas by Richard Fizdale and Carlos Gardini (1993, Paperback)

More specifically, definitions have been classified in the following three categories: No ratings or reviews yet. Reid confirmed in his empirical work that competitive turbulence positive influences IMC [70].

In the following sections, these antecedents and consequences are presented and described in detail and the research hypotheses are formulated to develop the whole theoretical model of IMC. Due to the fast pace of technological innovations, IMC is going to be a very dynamic discipline. 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?

Persuasion tends to be one-way and is identified with the transactional marketing approach- to inform, persuade and remind. This definition integrzdas the multidimensional character of the concept, distinguishing four principal dimensions: Throughout the development of the concept, a shift of focus has been observed, moving from the inside-out to the outside-in approach, towards a more customer-based perspective.

Thus, even if the organization has transmitted uncoordinated messages to the same consumer, doj consumer will aggregate and integrate those messages according to some pattern.

The level of implementation of IMC positively influences customer attitudes. Marketing communication outcomes positively influence financial results.

Comunicaciones de Marketing Integradas by Don E. Schultz (4 star ratings)

Open Preview See a Problem? Traditionally the literature distinguishes between two types of communication tools: Relationship Marketing has not been able to enclose the true value of communication in building relationships with clients and other stakeholders. The division of the organization into a large number of departments negatively influences implementation of integration programs. Return to Book Page. Get fast, free shipping with Amazon Prime.

Lorena added it Nov 24, Amazon Second Chance Pass it on, trade it in, give it a second life. Want to Read saving…. Undoubtedly, the more difficult part of this model is related to the development and validation of scales that may capture the very essence of IMC.

Paperback Marketing Illustrated Books. These intermediate measures of schulz could be aggregated at the marketing level and assessed throughout scales related to brand equity and customer value. Just a moment while we sign you in to your Goodreads account. Finally, the validation and assessment of the proposed model will provide academic researchers with a wider and deeper comprehension of what is the role IMC plays in business management, its doj antecedents and barriers as well as the most important benefits the organizations could obtain through its implementation.

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This paper is an important theoretical reflection about IMC concept, its main driving-factors and effects, which drives to run a more corporate definition and to the development of a theoretical IMC model, based on the hypotheses previously formulated.

Comunicaciones de marketing integradas – Don E. Schultz – Google Books

For instance, Schultz suggests that the responsibility of managing messages and symbols should be situated at the peak of the organizational pyramid, i. To achieve its objectives, firstly this study analyzes the conceptual framework around IMC by presenting an extensive literature review.

Following these premises, this paper proposes an original definition of IMC that represents the essential theoretical basis for developing a model of IMC as interactive process. For more insight see: The goal of IMC is to influence or directly affect the behavior of the selected communications audience.

Ihtegradas phenomenon will only take place if top management is committed to remove departmental silos. According to these contributions, the following hypotheses are formulated: Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag.

Saige marked it as to-read Oct 17, Similarly, Ambler and Barrow consider that the separate areas of marketing and human resources should work more closely together: The “off” amount and percentage simply signifies the calculated difference between the seller-provided price for the item elsewhere and the seller’s price integradqs eBay.