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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The level of cross-functional coordination positively influences implementation of IMC programs. According to them, attention is no longer focused on trying to measure the effect of individual communication efforts in response to a particular advertisement or a special event, since it is impossible to isolate the effects of individual efforts.

According to Kim, Han and Schultz, IMC will be accepted as a new marketing paradigm if the market environment promotes its implementation. 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.

Paperback Marketing Illustrated Books. comunicaxiones

The boom of social media and social networks, boosted by the increasing diffusion of mobile devices i. Any Condition Any Condition. Technological turbulence positively influences implementation of IMC programs.

The division of the organization into a large number of departments negatively influences implementation of integration programs. Furthermore, several studies found that the larger an organization the lower the degree of implementation of IMC [68].

Trivia About Integrated Market East Dane Designer Men’s Fashion. Sabina Sen marked it as to-read Oct 30, The result of this loop system of impacts will determine an increased business value and brand market share.

This style, in spite of solving problem temporally, can ruin all trust created around decision making based on consensus. Amazon Rapids Fun stories for kids on the go.


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No trivia or quizzes yet. Market orientation and brand orientation have a reciprocal positive influence. From this definition the main characteristics of an integrated communication strategy may be deduced, such as identifying marketing communication and other organizational objectives; planning all tools in a coherent and synergic way; effectively managing and integrating all promotional activities; managing all communication tools and considering all media to send brand messages.

This cannot be measured without specifying what it truly represents within a company and what dimensions form it.

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

Richard Scarry Illustrated Paperback Children. Schultz concludes that antecedents with a higher influence on integration are related to the organizational system [60]. Amanda rated markehing really liked it Sep 09, In this context, IMC represents a real change and an important investment.

Saige marked it as to-read Oct 17, Rust, Ambler et al.

A definition of IMC is proposed to shed light on where this is and to better understand the role it must play in modern corporations in a wide perspective and not only as a tool for marketing communication managers.

Horizontal communication positively influences implementation of IMC programs.

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

Amazon Advertising Find, attract, and engage customers. Open Preview See a Problem? Pabarrett added it Jan 18, To comuniccaciones other readers questions about Integrated Marketing Communicationsplease sign up.

The goal of IMC is to influence or directly affect the behavior of the selected communications audience. The new marketing generation is better explained and understood by considering communication as a crucial element in building relationships with customers and stakeholders. Individual compensation systems negatively influence implementation of IMC programs.

Debra Beck added it Jul 23, Get fast, free shipping with Amazon Prime. A general lack of commitment with integrated communication at senior management level usually entails a ingegradas isolation of communicative tools and communication managers [48]. From all these arguments, the following hypotheses are advanced. ComiXology Thousands of Digital Sschultz.


Christensen and Cornelissen [92] ; Schultz, Patti, and Kitchen [93] ; Einwiller and Boenigk [94] have highlighted the importance of clarifying the conceptual issues of IMC in comunivaciones to reinforce its theoretical basis, that in turn will facilitate its comnicaciones, which is crucial to carry out empirical studies and therefore to assess how IMC works and how it may be beneficial in integradzs of organizational and business performance. Market orientation positively influences implementation of IMC programs.

Parallel Communication and Marketing Processes [15]. Top management commitment implies that senior managers assure coherence between what they say and what they do in order to prevent middle managers from perceiving ambiguity that can damage desired integration.

It has been focused on variables, such as commitment and trust, which in reality are consequences or effects of communication.


IMC provides important savings in additional costs relating to the organizational facilities. The review allows the authors to formulate the research hypotheses and, finally, to model the driving-factors and effects of IMC.

Anil Binnu rated it did not like it Sep 21, Thus, the pu schuultz of this paper is twofold: Conrad Taylor added it Jun 06, Unfortunately, in some cases, the criteria chosen by the consumer to make such integration can harm the organization and associated brand value. 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: