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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Only by aligning the strategic development process, creation of value, information management, and so forth, the organizations may have authentic customer and market orientation.

Integrated Marketing Communications: Putting It Together & Making It Work

This phenomenon will only take place if top management is committed to remove departmental silos. Skip to main content.

Actually, the literature calls for further contributions to enhance and reinforce its theoretical basis. In the following sections, these antecedents and consequences are presented scbultz described in detail and the research hypotheses are formulated to develop the whole theoretical model of IMC.

Professional training and expertise in cross-functional management positively influences implementation of IMC programs. To ask other readers questions about Integrated Marketing Communicationsplease sign up. This perspective goes beyond the juxtaposition of promotional elements and the implementation of market research.

Cooperation among departments avoids unnecessary duplication of communication strategies and implies an improvement in operational efficiency and in message coherence. The effects of IMC. We believe that this is mainly due to the lack of robust measurement tools, which derives from a weak conceptual basis.

The outcomes at the level of relationships between integradass and external dee positively influence the organization’s outcomes. Yet these tools have been developed separately and in practice could lead to uncoordinated schyltz, this may not directly lead to contradictory communications.

This category represents an outside-in marketing approach and constitutes an important improvement from the first approach. These goals are interrelated, since it is not possible to model IMC process without a preliminary examination and definition of IMC.


The level of implementation of IMC has a positive impact on brand preference. Moreover, the authors identify the main dimensions of the concept and a new definition is presented. Modeling driving factors and effects of IMC. Save on Other Books Trending price is based on prices over last 90 days. Published November 1st by Ediciones Granica, S. Despite the complexity of the model, most necessary scales have been developed and validated to address previous academic research.

People don’t have to go anyplace any more, in this era of catalogs, credit cards […]. Goodreads helps you keep track of books you want to read. Ron added it Apr 17, At the beginning, definitions were focused on operational and issue communication tactics and gradually authors realized the need of a more exhaustive and holistic approach to augment customer relationships. On the other hand, the tactical dimension refers to short-term activities schultzz should lead to a better implementation of certain tactics in order to achieve the strategic objectives of marketing.

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 se unprinted box or plastic bag. In this saturated market environment, characterized by an increasingly high competition, a new synergistic approach is needed and IMC represents an alternative approach that can replace traditional marketing approaches focused on transactions as it is based on a consumer-oriented perspective and it is focused on a relationship marketing approach based on communication [8].

On the one imtegradas, Beard [63] suggests that rigid organizational structures represent an important source of conflict and barriers for IMC implementation. Led Scuultz by Led ZeppelinHardcover 3.

Considering that current companies communicate with all they do or do notIC has been developed from being a comuniccaciones activity to being an issue that concerns the whole company. Cross-functional management also helps institutionalize feedback and learning.

The obstacle in adequately defining IMC is due, in part, to the rapid development of the concept and its different application by organizations and academe. Firstly, individual rewards produce problems when a department is only judged by short term outcomes.



Nevertheless, the increasingly wider variety of communication and promotional tools marketting with the modern-day array of on- and off-line channels and media forms can widely disseminate messages. Journal of Marketing Communications18, forthcoming. In sum the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications programs should be developed [27].

The comunocaciones of IMC is to influence or directly affect the behavior of the selected communications audience. The factors related to top management can be subdivided into the following: Within the exogenous antecedents group that drive or hinder the development of IMC, we observed the following: Academics and practitioners have debated for over two decades about this concept without reaching agreement about what it is and what benefits it offers to marketers, thus the IMC paradigm is still unclear in terms of definition and limits of application, since it is relatively new.

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.

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. Be the first to ask a question about Comunicaciones de Marketing Integradas.

Comunicaciones de Marketing Integradas

Individual compensation systems negatively influence implementation of IMC programs. Markteing Ship Orders Internationally. This cannot be measured without specifying what it truly represents within a company and what dimensions form it.