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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IMC should encourage a cross-functional planning and promote the company in toto.

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Explore the Home Gift Guide. It has been focused on variables, such as commitment comunicaciohes trust, which in reality are consequences or effects of communication. Similarly, Ambler and Barrow consider that the separate areas of marketing and human resources should work more closely together: Reid, Luxton and Mavondo suggested to measure zchultz performance at two interdependent levels, including marketing communications performance and brand performance [81].

More specifically, the sample included IMC articles published from the emergence of the first definition of the concept to in the international journal titles comunicaclones in SCOPUS. Write a customer review. Duncan and Moriarty observed that many marketing roles, especially in the service sector, essentially consist of positions in which communication represents the central element of marketing activities [4].

Study consumer’s wants and needs. The factors related to top management can be subdivided mafketing the following: Duncan and Mulhern suggest that IMC should be more strategic than executive and it must go beyond the promotional selling and advertising messages.



The cross-functional strategic approach. The irreversibility of technology implies a necessity and demand for integration [72]. Journal of Interactive Marketing 19 3: One of the first definitions of IMC, proposed by Northwestern University, is representative of this approach; it is one of the most cited in the literature and was received by the American Association of Advertising Agencies in For more insight see: International Marketing Review, 27 4: We are aware of the complexity of the model and the difficulties in operationalize it.

More specifically, definitions have been classified in the following three categories: The level of implementation of IMC has a positive influence in achieving campaign objectives direct and indirect.

According counicaciones these observations, we propose the following hypotheses: Thus, we consider that it is impossible to create and foster relationships without considering communication as a strategic element. Management Dynamics, 17 4: From all these arguments, the following hypotheses are advanced.

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

International Journal of Trade, Economics and Finance, 5 5: Nevertheless, t he proposed model opens the way for future empirical researches on IMC by providing a conceptual framework and a integrdaas understanding of the role that Integrated Marketing Communication should play in contemporary business management, the main variables that determine or hinder comunicacioones implementation, as well as the main benefits that it entails.

The level of implementation of IMC positively influences customer retention. Comunicaciones de Marketing Integradas Spanish Edition. Schultz concludes that antecedents with a higher influence on integration are related to the organizational system [60].


In general, academic researchers are agreed about the correlation between the implementation of IMC process and business performance.

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Individual compensation systems negatively influence implementation of IMC programs. IrvinHomewood, IL, Despite the complexity of comunicaviones model, most necessary scales have been developed and validated to address previous academic research.

Recently different authors i. One of the more desirable effects of an effective IMC is the achievement of a competitive advantage in the market. 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.

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. Organization size positively influences implementation of integration programs.

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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.