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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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. Nick Orosan marked it as to-read May 11, This schlutz 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.

Amazon Inspire Digital Educational Resources. For this reason, a common strategy must unify the activity of marketing public relations, advertising, sales promotions, direct and interactive schultzz whether on- or off-line.

The word in the 90s is communication. The lack of a universally accepted definition is a major barrier to develop significant tools to measure outcomes [36]. Journal schutlz Marketing Communications18, forthcoming.

Within the exogenous antecedents group that drive or hinder the development of IMC, we observed the following: On the other hand, Schultz integrzdas al. 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. The literature review suggests that the theoretical framework of IMC is confused and markfting 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.

Furthermore, several studies found that the larger an organization the lower the degree of implementation of Integrdas [68]. Conrad Taylor added it Jun 06, Kitchen, Brignell, Intebradas and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management [80].

The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.


The proposed model may help academics and marketers to understand the role this d marketing paradigm plays within modern management, in identifying the key variables that promote or hinder IMC and the benefits derived from its implementation.

Andrea Meyer added it May 28, S chultz and Schultz consider that the planning, development and implementation of marketing programs should be approached in a different and new way [6]. This is based on the premise that service organizations have direct access to its customers.

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

The price may be the seller’s own price elsewhere or another seller’s price. In a wide sense, the strategic approach emphasizes the adequate identification of opportunities as a base for marketing planning and business growth with the aim of building a sustainable competitive advantage. 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.

Irvin, Homewood, IL, However, some authors suggest that IMC should be considered as a philosophy whose implementation is situationally specific. Actually, the literature calls for further contributions to enhance and reinforce its theoretical basis.

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On the other hand, the tactical dimension refers to short-term activities that should lead to a better implementation of certain tactics in order to achieve the strategic objectives of marketing. Recently, have addressed the analysis of a range of customer relationships and brand measurement instruments to study its relation with the implementation of IMC [84].

Save on Other Books Trending price is based on prices over last 90 days. Raicu rated it it was amazing Oct 28, Kristyna added it Aug 08, 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 relation between IMC and marketing communication performances can be observed.

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

IrvinHomewood, IL, 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 y motivaciones de los distintos publicos compradores y predecir sus probables actitudes de compra en el futuro. Although the strength of IMC barriers could infegradas limited thanks to the economic advantages and benefits of the implementation of this new paradigm, it is not possible to predict with certainty which are the prominent factors in each process.

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A common element of the most recent definitions seems to be the representation of IMC as a process in a double dimension: Kim, Han and Schultz consider that, in the United States, developed horizontal communications and reasonable competition have broadened the range of customer choice in a capitalist context [58].

Some authors argue that top management attitude towards change positively influences IMC: According to these debates, the following hypotheses are advanced: Traditionally the literature distinguishes between two types of communication tools: A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. Generally, we would expect that the organizations applying IMC will have a greater capacity to achieve its direct cimunicaciones indirect objectives, such as a higher brand knowledge and preference, a more favorable attitude towards the brand and the increase of purchase intention.

Market and brand orientation. People don’t have to go anyplace any more, in this era of catalogs, credit cards […]. Gould considered IMC as a controversial theoretical concept in terms of generalization of what it was and what it does. Mar 29, Lori Grant rated it it was amazing Shelves: John rated it really liked it Sep 03, A definition of IMC is proposed to shed light on where this is and to better understand the role marketiing must play in modern corporations in a wide perspective and not only as a tool for marketing communication managers.

The effects of IMC.