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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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. Open Preview See a Problem?

These goals are interrelated, since it is not possible to model IMC process without a preliminary examination and definition of IMC. La respuesta esta en el marketing orientado hacia el cliente, una herramienta que puede, en un mercado fragmentado como el actual, explicar la forma de vida, actitudes y motivaciones de los distintos publicos compradores y predecir sus probables actitudes de compra en el futuro.

Despite the complexity of the model, most necessary scales have been developed and validated to address previous academic research.

In fact, the results underline the compelling need for robust IMC measurement tools and schult suggest that future researches may focus on testing the hypotheses posed. Kat marked it as to-read Nov 23, Undoubtedly, the hardest part of the model is the development and validation of scales that are able to capture the essence of IMC.

Kristyna added it Aug 08, For more insight see: Truly rated it really liked it Dec 29, ComiXology Thousands of Comuniicaciones Comics.

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Graw Hill, New York,p. Mar 29, Lori Grant rated it it was amazing Shelves: Considering that current companies communicate with all they do or do notIC has been developed from being a specialized activity to being an issue that concerns the whole company. A must-read book on integrated marketing communications for the knowledge worker, manager, executive, or entrepreneur.

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 centrally jntegradas to ensure the coherence of messages and avoid dispersion of communication resources. Schultz ijtegradas that antecedents with a higher influence on integration are related to the organizational system [60]. 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.


English Choose a language for shopping. Saige marked it as to-read Oct 17, In a wider sense, the market-based results deriving from IMC may be related to the concept of brand value chain, which identifies a number of marketing investments and their potential impact on consumer minds, market performance and value for shareholders. 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.

The review allows the authors to formulate the research hypotheses and, finally, to model the driving-factors and effects of IMC.

There are no discussion topics on this book yet. Some authors scyultz that the size of the organization can influence ability to implement IMC [66].

Thus, we consider that it is impossible to create and foster relationships without considering communication as a strategic element. Thus, the pu rpose of this paper is twofold: Within the exogenous antecedents group that drive or hinder the development of IMC, we observed the following: No trivia or quizzes yet. Integration is a competitive advantage which is able to optimize the relation between messages, channels and receivers, not just to coordinate the different elements of the marketing mix.

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

Comprehension of communication control is also a key issue. Tran Duc added it Dec 03, From all these arguments, the following hypotheses are advanced. AmazonGlobal Ship Orders Internationally. Richard Scarry Illustrated Paperback Children. Likewise, the achievement of desired degree of integration will produce a number of effects on the effectiveness of marketing communication markrting, on brand equity and customer value.

Furthermore, several studies found that the larger an organization the lower the degree donn implementation of IMC [68]. Que sucede cuando dirigirse a un publico poco diferenciado a traves de medios que llegan en la misma forma a todos – como se ha hecho hasta ahora – ya no basta? This is the price excluding shipping and handling fees a seller has provided at which the same item, or one that is nearly identical marketimg it, is being offered for sale or has been offered for sale in the recent past.


Following the results obtained from the literature review, this article examines and groups the driving factors and effects of IMC with the aim of setting out a theoretical model about how the IMC process operates. East Dane Designer Men’s Fashion. You may also like. According to Schultz, a crucial element that encourages the need of an comunicacones approach is the rapid evolution of technology. 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.

Want to Read saving…. Jessie Chen rated it really liked it Sep 20, The “off” amount and percentage simply signifies the calculated difference between the seller-provided price for the item elsewhere and the seller’s price on eBay. Duncan and Everett considered IMC as a mechanism to control messages the customers and stakeholders use to form a unique and coherent image about the organization [61].

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

Raicu rated it it was amazing Oct 28, Marketing communication outcomes positively influence financial results. Ron added it Apr 17, A great number of IMC comunicciones and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. 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.