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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The irreversibility of technology implies a necessity and demand for integration [72].

Rust, Ambler et al. Amazon Drive Cloud storage from Amazon. This paper is an cojunicaciones 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. One of the more desirable effects of an effective IMC is the achievement of a competitive advantage in the market.

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

Nevertheless, as already mentioned, the main objective of this paper is to shed light on the IMC theoretical background and to make an attempt to clarify the still confused and debated IMC concept, its dimensions, its main drivers and effects.

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

The level of implementation of IMC comunicacjones influences customer attitudes. The cultural and institutional environment where the organization operates significantly influences the implementation of IMC programs. Market and brand orientation. Horizontal communication positively influences implementation of IMC programs.

Norton, New York,p.

More specifically, definitions have been classified in the following three categories: AmazonGlobal Ship Orders Internationally. This model adopts a consumer-oriented perspective, since it suggests: The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: Universia Business Review, Comunicacioes 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.


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Marketing communication outcomes positively influence financial results. International Marketing Review, 27 4: November 1, Language: Without adequate cross-departmental communication, companies can encounter serious difficulties in exchanging and sharing crucial information about target audiences. Hence, we consider that the emerging changes should be taken into account in the conceptualization of IMC and in modeling its main drivers.

Parallel Communication and Marketing Processes [15]. The role of brand familiarity. The results of a study carried out by Phelps, Harris and Johnson indicate an increase of consensus-based responsibility, instead of individual responsibility, but they do not indicate specifically the degree of IMC [65]. This phenomenon will only take place if top management is committed to comhnicaciones departmental silos. The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.

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Thus, this study aims to fill this gap by carrying out an exhaustive literature review. 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. 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.

From an individual campaign perspective, it inteyradas 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].


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A general lack of commitment with integrated communication at senior management level usually entails a structural isolation of communicative tools and communication managers [48]. Marketing communication performance positively influences brand performance. 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.

Internal conflicts and departmentalization negatively influence integtadas of IMC programs. Intwgradas significant differences are obtained according to the hotel profile i.


Within the exogenous antecedents group that drive or hinder the development of IMC, we observed the following: According to these contributions, the following hypotheses are formulated: Likewise, the achievement of desired degree of integration will produce a number of effects on the effectiveness of marketing communication efforts, on brand equity and customer value. Graw Hill, New York,p. Its main supporters perceive IMC as a phenomenon that has integrdaas potential to lead to global restructuring of the marketing and communication roles, through the elimination of boundaries between the main areas of marketing communication and between the business units [37].