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 price may be the seller’s own price elsewhere or another seller’s price. Kitchen, Brignell, Li and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management [80]. Firstly, individual rewards produce problems when a department is only judged by short term outcomes. Read more Read less.

Among the most cited factors in the literature, due to its negative influence in the development of IMC are: Comunicacuones book is not yet featured on Listopia. Dragos marked it as to-read Jan 15, Books by Don E.

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Marketing communication performance positively influences brand performance. Marketing has evolved from a logic focused on transactions and products to being focused upon the development of long-term relationships and the underlying improvement of resources and competencies in order to create and sustain customer value [3].

Moreover, Swain considered the need of including a set of outcomes related to the brand and the customer: Be the first to ask a question about Comunicaciones de Marketing Integradas. Market orientation positively influences implementation of IMC programs. No trivia or quizzes yet. Trivia About Integrated Market 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].


Nevertheless, t he proposed model opens the way for future empirical researches on IMC by providing a conceptual framework and a better understanding of the role that Integrated Marketing Communication should play in contemporary business management, the main variables that determine or hinder its implementation, as well as the main benefits that it entails.

Get fast, free shipping with Amazon Prime. See details for additional description. Finally, even when individual rewards and managerial actions do not hinder the implementation of a decision making model based on consensus, organizations may encourage departmentalization.

According to this author, IMC is not only related to communication, but also to business and brand management. Finally, the main managerial and academic implications are discussed.

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

Senior managers have traditionally controlled budgets and set deadlines. Thanks for telling us about the problem. 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.

Goodreads helps scyultz keep track of books you want to read. 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.

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

Furthermore, different academic and managerial implications may be identified and discussed. MC was created and adopted by academics as a response to professional developments in marketing and advertising. In general, schults researchers are agreed about the correlation between the implementation of IMC process and business performance. This is based on the premise that service organizations have direct access to its customers.

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The issue of how to organize the integration process is crucial, hence factors related to the organizational systems and structures influence IMC implementation. 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: Juan Giraldo rated it liked it Jul 04, Evidently further discussion is needed of the most relevant definitions of IMC with the aim of conceptual clarification.

Duncan and Mulhern suggest that IMC should be more strategic than executive and it must go beyond the promotional selling and advertising messages.