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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East Dane Designer Men’s Fashion. If you are a seller for this product, would you like to suggest updates through seller support? According to these contributions, we could deduct that: Coomunicaciones Business and Management Research, 6 4: Integrated Marketing Communications IMCupscale hotels, managers, consumers, hotel profile, guest profile. Marketing communication performance positively influences brand performance.

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

IMC provides important savings in additional costs relating to the organizational facilities. Internal conflicts and departmentalization negatively influence implementation of IMC programs. For instance, Schultz suggests that the responsibility of managing messages and symbols should be situated at the peak of the organizational pyramid, i.

Secondly, a systematic literature review is carried out to identify IMC antecedents and consequences and the research hypotheses are formulated. Assistant Professor of Marketing. Yet these tools have been developed separately and in practice could lead intwgradas uncoordinated implementation, this may not directly lead to contradictory communications.

Journal of Promotion Management, 16 4: Most academics and practitioners called for a more comunicacioones theoretical framework of IMC to reduce the confusion derived from the contradictory results obtained by different empirical studies due to the lack of robust measurement tools. Market orientation positively influences implementation of IMC programs.


Within the exogenous antecedents group that drive or hinder the development of IMC, we observed the following: Hence, we consider that the emerging changes should be taken into account in the conceptualization of IMC and in modeling its main drivers.

Persuasion tends to be one-way and is identified with the transactional marketing approach- to inform, persuade and remind. Integrated Marketing Communications is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over time.


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. It is based on significant resources invested in the creation of segmented integradaz and the restructuring of the organization in order to attempt a deep customer orientation.

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These actions have effects on the financial impact, measured by the financial position enclosing profits and cash flow. It may be noticed that the value of the comunicacinoes is highlighted, since real problems surround choice and adaptation to target audiences. The irreversibility of technology implies a necessity and demand for integration [72]. The review allows integrradas authors to formulate the research hypotheses and, finally, to model the driving-factors and effects integraddas IMC.

On the other hand, Reid shows that it is more likely to find a high degree of IMC implementation in large manufacturing companies than in smaller service organization [69]since larger companies will have more resources to improve the planning processes and they will be able to manage and coordinate a higher number of cross-functional teams and external agencies. Think convenience to buy.

The division of the organization into a large number of departments negatively influences implementation of integration programs. Journal of Interactive Marketing 19 3: International Marketing Review, 27 4: This cannot be measured without specifying what it truly represents within a company and what dimensions form it. Although the strength of IMC barriers could be 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.

This perspective goes beyond the juxtaposition of promotional elements and the implementation of market research. Secondly, certain management styles hinder team work.

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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]. While the hotel profile is defined according to operating time of hotel, location, and number of rooms, the guest profile is considered according to some sociodemographic characteristics of consumers, motives to visit and frequency of stay.


November 1, Language: The level of implementation of IMC has a positive impact on brand preference. The authors analyzed the evolution of communication and marketing theories by tracing their parallel shifts and showing the intersections between communication and marketing see Figure 1.

International Journal of Advertising: Thus, the pu rpose of this paper is twofold: Consensus-based decision making approach carries an apparent loss of power for top management, since it requires that this kind of manager be more than a leader. 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.

These goals are interrelated, since it is not possible to model IMC process without a preliminary examination and definition of IMC. 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. According to these observations, we propose the following hypotheses: To sum up, the proposed definition aims to juxtapose the strategic components of IMC, such as planning based on market and financial expectations [43]cross-functional integration [44]involvement in resources investments [45]interactivity and connectivity with clients and stakeholders and strategic coherence [46].

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