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.

Author: Aragrel Taule
Country: Belgium
Language: English (Spanish)
Genre: Literature
Published (Last): 10 July 2011
Pages: 487
PDF File Size: 15.53 Mb
ePub File Size: 10.22 Mb
ISBN: 125-6-70694-893-9
Downloads: 50337
Price: Free* [*Free Regsitration Required]
Uploader: Mazulrajas

Pabarrett added it Jan 18, Nick Orosan marked it as to-read May 11, Lists with This Book. Furthermore, several studies found that the larger an organization the lower the degree of implementation of IMC [68].

David marked it as to-read Oct 15, The organizations that compete in a market characterized by an intense and turbulent competition may find important benefits in the strategic integration of brand communication to maximize the effects of the communication activities.

According to these contributions, the following hypotheses are advanced: To ask other readers questions about Integrated Marketing Communicationsplease sign up. The first group, endogenous antecedents, encloses the factors related to: Market and brand orientation.

This cannot be measured without specifying what it truly represents within marieting company and what dimensions form it. Show More Show Less.

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

Hardcoverpages. From all these arguments, the following hypotheses are advanced. In spite of the considerable attention that IMC has attracted in the literature during the last decade, the debate about IMC as a set of rigid specifications and rules is still alive. Any Condition Any Condition.

This item doesn’t belong on this page. Consensus decision making models positively influence implementation of IMC programs. Pickton and Broderick proposed that IMC is: On the contrary, the attention should be focused on studying the relation of investments in well-defined target group with an increase or decrease in incomes flows from the same customers.

Parallel Communication and Marketing Processes [15]. Intevradas to these debates, the following hypotheses are advanced: Jessie Interadas rated it really liked it Sep 20, 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.


The motto of the age of the manufacturer- ‘caveat emptor’, let the buyer beware- is replaced by ‘cave emptorum’, beware of the buyer [13]. Jimmy rated it it was amazing Dec 09, Amazon Drive Cloud storage from Amazon.

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

Professional training and expertise in cross-functional management positively influences implementation of IMC programs. Marketing communication outcomes positively influence financial results. Want to Read saving…. Technology is bringing together communication and distribution, making the world a globalized and interconnected market. Customer-related outcomes positively influence financial performance.

Graw Hill, New York,p. The IMC literature suggests that brand responsibility and marketing communication do not have to be necessarily settled in a unique central location, but the real content of each communication program must be centrally organized to ensure the coherence of messages and avoid dispersion of communication resources.

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

Due to the fast pace of technological innovations, IMC is going to be a very dynamic discipline. Some schulgz argue that top management attitude towards change positively influences IMC: For instance, Schultz suggests that the responsibility of managing messages and symbols should be situated at the peak of the organizational pyramid, i. The factors related to top management can be subdivided into the following: Richard Scarry Illustrated Paperback Children.

This book is not yet featured on Listopia. Getting to know elements that positively influence IMC and those which, in turn, hinder implementation, will help senior managers become aware of weaknesses to be corrected with the aim of achieving a greater degree of integration in the organizations they manage. Amanda rated it integradaas liked it Sep 09, Furthermore, Duncan and Mulhern [79] underline that organizations implementing IMC in a more adequate way will have a greater ability to achieve the direct and indirect campaign objectives.


Comknicaciones concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluated the strategic role marieting a variety of communications disciplines, e.


Be the first to write a review. 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. Amazon Rapids Fun stories for kids on the go.

Yet, a relational approach to communication is a wider concept that goes beyond persuasion and aims to build dialogue with stakeholders in the attempt to achieve three main objectives: Generally, we would expect that the organizations applying IMC will have a greater capacity to achieve its direct and indirect objectives, such as a higher brand knowledge and preference, a more favorable attitude towards the brand and the increase of purchase intention.

You may also like. A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. IMC should encourage a cross-functional planning and promote the company in toto.

Read more Read less. Kitchen, Brignell, Li and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management [80].

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.