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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We believe that this is mainly due to the lack of robust measurement tools, which derives from a weak conceptual basis. Study consumer’s wants and needs. Chalermpong Khaowkhangplu marked it as to-read May 04, 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. Return to Book Page. See all 2 brand new listings. The lowest-priced brand-new, unused, unopened, undamaged item in its original packaging where packaging is applicable.

There are no discussion topics on this book yet. Be the first to review this item Amazon Best Sellers Rank: From the managerial perspective, the identification of IMC drivers may allow managers achieve better administration of resources through the encouragement of practices related to decision-making models, organizational structure, and cross-departmental dynamics. These results highlight the need for a more comprehensive conceptualization and definition of IMC as well as the development of stronger tools for measuring it.

In the last few years, authors have developed the theory of IMC in order to direct, describe and explain the new practices [10]. This category represents an outside-in marketing approach and constitutes an important improvement from the first approach. Cross-departmental conflicts internal turf battles and lack of horizontal communication.

Some authors suggest that the size of the organization can influence ability to implement IMC [66]. Save msrketing Other Books Trending price is based on prices over last 90 days.



While the first conceptualizations were focused maeketing the coordination of a limited set of communication parameters in order to obtain coherent and clear messages, IC imply a whole and global involvement of the organization through the participation of stakeholders.

The word in the 90s is communication. Parallel Communication and Marketing Processes [15]. Paperbackpages.

I’d like to read this book on Kindle Don’t have a Kindle? Schultz, Tannenbaum y Lauterborn nos muestran como, a partir de informacion sobre los consumidores, es posible construir una estrategia de comunicacion multi-canal capaz de Ilegar a cada segmento con un unico mensaje. The new marketing generation is better explained and understood by considering communication as a crucial element in building relationships with customers and stakeholders. Want to Read Currently Reading Read. Trivia About Integrated Market The level of implementation of IMC has a positive influence on brand purchase intentions.

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

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]. The factors related to the interdepartmental dynamic can be specified in: Once the organizations have started to run the processes necessary to carefully assess the ROI at a general level, they can test different mixes of communication or investment in order to fit the plan to future cycles.

Ese es precisamente el tema de esta obra. This is the price excluding shipping and handling fees a seller has provided at which the same item, or one that is nearly identical to it, is being offered for sale or has been offered for sale in the recent past. Would you like to tell us about a lower price? The cross-functional strategic approach.


The lack of a universally accepted definition is a major barrier to develop significant tools to measure outcomes [36]. 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 ddon organized to ensure the coherence of messages and avoid dispersion of communication resources.

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

To achieve its objectives, firstly this study analyzes the conceptual framework around IMC by presenting an extensive literature review. Thus, the pu rpose of this paper is twofold: Think convenience to buy.

Therefore, this review limits itself to an examination of academic research on IMC drivers and effects and makes no claim that this selection is exhaustive and complete.

Get to Know Us. In addition, the organization size and its typology represent other internal antecedents.

Comunicaciones de Marketing Integradas by Don E. Schultz (4 star ratings)

The irreversibility of technology implies a necessity and demand for integration [72]. Amazon Advertising Find, attract, and engage customers. The level of implementation of IMC has a positive influence in achieving campaign objectives direct and indirect. Contexts, Strategies and Applications, 3 rd ed. Be the first to write a review. Ese es precisamente el tema de esta obra.

Likewise, each of these factors affects the others reciprocally [53].