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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Besides the previous antecedents, the literature indicates schutlz variables as internal factors of IMC: Undoubtedly, the lack of empirical justification of the proposed model is a limitation of this article.

Comunicaciones de Marketing Integradas

Ameya marked it as to-read Oct 25, Most academics and practitioners called for comunicacoones more holistic theoretical framework of IMC to reduce the confusion derived from the contradictory results obtained by different empirical studies due to the lack of scjultz measurement tools. Furthermore, different academic and managerial implications may be identified and discussed. Reid, Luxton and Mavondo suggested to measure brand performance at two interdependent levels, including marketing communications performance and brand performance [81].

Show More Show Less. The second category includes definitions that illustrate an active attempt to understand what customer and clients want to see or listen to, when and where, and through what means. 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.

This is based on the premise that service organizations have direct access to its customers.

Nevertheless, t he proposed model opens the way for future empirical researches on IMC by providing a conceptual framework and a better understanding of the role that Integrated Marketing Communication should play in contemporary business management, the main variables that determine or hinder its implementation, as well as the main benefits that it entails.

John rated it really liked it Sep 03, In fact, the results underline the compelling need for robust IMC measurement tools and we suggest that future researches re focus on testing the hypotheses posed. Goodreads helps you keep track of books you want to read. La respuesta esta en el marketing orientado hacia el cliente, comynicaciones herramienta que puede, en un mercado fragmentado como el actual, explicar la forma de vida, actitudes y motivaciones de los distintos publicos compradores y predecir sus probables actitudes de compra en el futuro.


Market orientation comunicaxiones influences implementation of IMC programs.

One of the first definitions of IMC, proposed by Northwestern University, is representative of this approach; it is one of the most cited in the literature and was received by the American Association of Advertising Agencies in Jessie Chen rated it really schlutz it Sep 20, The literature review suggests that the inteyradas framework of IMC is confused and that only a few articles have shown empirical evidence of its barriers, driving-factors and effects and, in most cases, they have led to contradictory findings.

According to them, attention is no longer focused on trying to measure the effect of individual communication efforts in response to a particular advertisement or a special event, since it is impossible to isolate the effects of individual efforts. Being competitive in this context may drive organizations to implement IMC with the aim of encouraging strategic coordination of brand messages.

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Secondly, a systematic literature review is carried out to identify IMC antecedents and consequences and the research hypotheses are formulated. IC, as defined by these authorsis claimed to be a wider concept since IMC tends to assume that the integration should take place within the area of marketing.

The division of the organization into a large number of departments negatively influences implementation of integration programs. From an individual campaign perspective, it would be reasonable to find out that organizations implementing IMC will achieve higher incomes for each campaign, as a functional outcome, together with the synergy among the elements of communication mix and the improvement of the ability of using a wider and more appropriate range of tools [78]. Alexa Actionable Analytics for the Web.

The lack of a universally accepted definition is a major barrier to develop significant tools to measure outcomes [36].

Secondly, certain management styles hinder team work. Moreover, Swain considered the need of including a set of outcomes related to the brand and the customer: However, some authors suggest that IMC should be considered as schlutz philosophy whose implementation is situationally specific.


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.


Finally, the main managerial and academic implications are discussed. This section aims to analyze and classify the consequences derived from the application of the IMC paradigm and review the main conclusions achieved in previous studies. Nevertheless, the increasingly wider variety of communication and promotional tools together with the modern-day array of on- and off-line channels and media forms can widely disseminate messages.

Firstly, individual rewards produce problems when a department is only judged by short term outcomes. A leadership position of the organization in the marketplace positively influences implementation of IMC programs. Despite the complexity of the model, most necessary scales have been developed and validated to address previous academic research.

From the professional perspective, this continuously changing media environment could be a strategic element inttegradas IMC implementation, since it enhances the interactivity, on marjeting other hand its high complexity could make it difficult for practitioners to manage xe.

Top management commitment implies that senior managers assure coherence between what they say and what they do in order to prevent middle managers from perceiving ambiguity that can damage desired integration. Best Selling in Other Books See all. Unfortunately, in some cases, the criteria chosen by the consumer to make such integration comunicacones harm the organization and associated brand value. The issue of how to organize the integration process is crucial, hence factors related to the organizational systems and structures influence IMC implementation.