Title, Comunicaciones de marketing integradas (2a. ed.). Author, Don Schultz. Publisher, Ediciones Granica, ISBN, X, Comunicaciones De Marketing Integradas [Stanley Schultz] on * FREE* shipping on qualifying offers. Brand New. Ship worldwide. : Comunicaciones de Marketing Integradas (Spanish Edition) ( ): Don E. Professor Schultz, Stanley L. Tannenbaum, Robert.
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Undoubtedly, the hardest part of the model is the development and validation of scales that are able to capture the essence of IMC. This category represents an outside-in marketing approach and constitutes an important improvement from the first approach.
Explore the Home Gift Guide. Due to the fast pace of technological innovations, IMC is going to be a very dynamic discipline. Contexts, Strategies and Applications, 3 rd ed. European Management Journal 33 6: Faculty of Economics and Business Sciences.
Nevertheless a lack of strategic appreciation of communication is evident and this may be a key barrier in achieving desired synergies to leverage stakeholder relationships in terms of brand equity and financial performance. Amazon Music Stream millions of songs. Market and brand orientation. Unfortunately, in maroeting cases, the criteria chosen by the consumer to make such integration can harm the organization and associated brand value.
These intermediate measures of performance could be aggregated at the marketing level and assessed throughout scales related to brand equity and customer value. You can only sell what someone specifically wants to buy […]. For more insight see: According to this author, IMC is not only related to communication, but also to business and brand management.
Comunicaciones de marketing integradas (2a. ed.). – Don Schultz – Google Books
Moreover, the authors identify the main dimensions of the concept and a new definition is presented. In sum the IMC process marksting with the customer or prospect and then works back to determine and define the forms comuniccaciones methods through which persuasive communications programs should be developed . 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.
In addition, the organization size and its typology represent other internal antecedents. People don’t have to go anyplace any more, in this era of catalogs, credit cards […].
Alexa Actionable Analytics for the Web. We are aware integracas the complexity of the model and the difficulties in operationalize it. Kitchen, Brignell, Li and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management .
COMUNICACIONES DE MARKETING INTEGRADAS
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 ijtegradas 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. Study consumer’s wants and needs.
Relationship Marketing has not been able to enclose the true value of communication in building relationships with clients and other stakeholders. These results highlight the need schutz a more comprehensive conceptualization and definition of IMC as well as the development of stronger tools for measuring it. This definition embraces the multidimensional character of the concept, distinguishing four principal dimensions: Thus, we consider that it is impossible to create and foster relationships without considering communication as a strategic element.
Organization size positively influences implementation of integration programs. According to these authors, such an approach concerns the integration of a wide range of activities and functions that influence and impact upon dynamic information flows between an organization and its stakeholders.
It has been focused on variables, such as commitment and trust, which in reality are consequences or effects of communication.
Undoubtedly complexity lies in the creation of cross-functional teams that operate at the brand equity level. Secondly, integgradas management styles hinder team work. Nowadays, the continuous changes occurring in the field of Marketing Communications, are leading to an increasing relevance of research on IMC.
International Journal of Trade, Economics and Finance, 5 5: According to these contributions, the following hypotheses are formulated: The level of implementation of IMC has a positive influence in achieving campaign objectives direct and indirect.
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.
Comunicaciones de marketing integradas – Don E. Schultz – Google Books
These actions have effects on the financial impact, measured by intrgradas financial position enclosing profits and cash flow. This model is the first attempt to model IMC process from a holistic perspective by carrying out a theoretical clarification of IMC, which is paramount to understand how IMC can be implemented. Traditionally the literature distinguishes between two types of communication tools: The literature review suggests that the theoretical 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.
From the analysis of the conceptualizations of IMC, developed since the introduction of the concept to the present time, emerges that the evolution of this concept passed from a strictly tactical tool until representing an important strategic element that involves the entire organization and not just the area of marketing communication.
Global Business and Maroeting Research, 6 4: Learn more about Amazon Giveaway.