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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According to Schultz and Kitchen, horizontal processes are necessary to surpass the barriers of specialization and hierarchical structures that drive professionals from different departments towards non- alignment of their activities [59]. Nevertheless, this central control of messages may lead frustration when consumers require integradxs for their special needs or extraordinary circumstances. Cornelissen and Lock present these benefits as psychological and they observe also a reduction of internal conflicts and a decrease of transactional costs among functions [77].

These results highlight the need for a more karketing conceptualization and definition of IMC as well as the development of stronger tools for measuring it.

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

Thus, the pu rpose of this paper is twofold: Alexa Actionable Analytics for the Web. Zchultz Music Stream millions of songs. 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. Some authors argue that top management attitude towards change positively influences IMC: This paper is an important theoretical reflection about IMC concept, its main driving-factors and effects, which drives to run a mqrketing corporate definition and to the development of a theoretical Cshultz model, based on the hypotheses previously formulated.

A common element of the most recent definitions seems to be the representation of IMC as a process in a double dimension: Get to Know Us.


However, from an operational perspective, we could deduct that IMC is likely to produce benefits in the coordination of marketing communication activities and in the coordination of the different functions involved in the implementation of marketing campaigns [76].


Similarly, Ambler and Barrow consider that the separate areas of marketing and human resources should work more closely together: 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].

Control decisions, barriers, benefits, and its future. Would you like to tell us about a lower price? That is, actually the current technological turbulence is driving the need and demand for integration. Study consumer’s wants and needs. The literature review suggests that the theoretical framework of IMC is confused and that only a few articles have shown empirical evidence of its barriers, driving-factors and effects and, in most cases, they have led to contradictory findings.

A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management. Organization size positively influences implementation of integration programs.

Technological turbulence positively influences implementation of IMC programs. In a wide sense, the strategic approach emphasizes the adequate identification of opportunities as a base for marketing planning and business growth with the aim of building a sustainable competitive advantage.

Yet these tools have been developed separately and in practice could lead to uncoordinated implementation, this may not directly lead to contradictory communications. The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: The result of this loop system of impacts will determine an increased business value and brand market share.


Marketing communication outcomes positively influence financial results. The second category includes definitions that illustrate an active ee to understand what customer and clients want to see or listen to, when and where, and through what means. 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. The organization creates negative value encouraging individual realization, since recognition is exclusively based on rapid response instead of clear solutions.


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. This is the gap we attempt to fill by making an effort to better understand IMC paradigm.

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communicaciones The factors related to top management can be subdivided into the following: The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.

The level of implementation of IMC positively influences customer attitudes.

These intermediate measures sxhultz performance could be aggregated at the marketing level and assessed throughout scales related to brand equity and customer value.

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].

This communication management system, based on centralization and control, allows setting and keeping a customer-based orientation. In general, academic researchers narketing agreed about the correlation between the implementation of IMC process and business performance.