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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The first group, endogenous antecedents, encloses the factors related to: 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. Set up a giveaway. The level of implementation of IMC positively influences customer retention.

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

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]. Undoubtedly complexity lies in the creation of cross-functional teams that operate at the brand equity level. From the analysis of the conceptualizations of IMC, developed since the introduction of the concept to the present time, emerges that the evolution of this concept passed from a strictly tactical tool until representing an important strategic element that involves the entire organization and not just the area of marketing communication.

Learn more about Amazon Giveaway. According to these authors, such an approach concerns the integration of a wide range of activities and functions that influence and impact upon dynamic information flows between an organization and its stakeholders. To achieve its objectives, firstly this study analyzes the conceptual framework around IMC by presenting an extensive literature review.


Undoubtedly, the hardest part of the model is the development and validation of scales that are able to capture the essence of IMC.

Faculty of Economics and Business Sciences. Kitchen, Brignell, Li and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management [80]. The cross-functional strategic approach.

Moreover, Swain considered the need of including a set of outcomes related to the brand and the customer: IrvinHomewood, IL, Organization size positively influences implementation of integration programs.

Integration is a competitive advantage which is able to optimize the relation between messages, channels and receivers, not just to coordinate se different elements of the marketing mix.


Reid, Luxton and Mavondo suggested to measure brand performance at two interdependent levels, including marketing communications performance and brand performance [81]. Gould considered IMC as a controversial theoretical concept in terms of generalization of what it was and what it does.

The role of brand familiarity. According to these contributions, we could deduct that: Likewise, each of these factors affects the others reciprocally [53]. A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluated the strategic role of a variety of communications disciplines, e.

Schultz recognized the necessity of overcoming the inside-out phase, affirming that: The cultural and institutional environment where the organization operates significantly influences the implementation of IMC programs.

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In addition, the organization size and its typology represent other internal antecedents. You can no longer sell whatever you can make. 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. A theoretical review and an analysis of its main drivers and effects.

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

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. This definition embraces the multidimensional character of the concept, distinguishing four principal dimensions: This paper attempts to provide a better understanding of Integrated Marketing Communications IMC by observing its performance in a context where there is little empirical evidence on this practice — upscale hotels.

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East Dane Designer Men’s Fashion. This is the gap we attempt to fill by making an effort to better understand IMC paradigm. Following these premises, this paper proposes an original definition of IMC that represents the essential theoretical basis for developing a model of IMC as interactive process. Internal conflicts and departmentalization negatively influence implementation of IMC programs.

Professional training and expertise in cross-functional management positively influences implementation of IMC programs.

Finally, the paper sheds light on the main consequences and benefits of IMC in terms of brand and marketing communications outcomes, and effects on stakeholder and agency-client business relationships.

English Choose a language for shopping. Besides the previous antecedents, the literature indicates other variables as internal comunicsciones of IMC: Duncan and Moriarty argued that interactive communication at the corporate, marketing and marketing communication levels leads to long-term relationships and positively influence brand value [42]. Yet these tools have been developed separately and in practice could lead to uncoordinated implementation, this may not directly lead to contradictory communications.

International Journal of Trade, Economics and Finance, 5 5: Market and brand orientation.

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