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.

Author: Mooguran Dirn
Country: Armenia
Language: English (Spanish)
Genre: Technology
Published (Last): 7 December 2016
Pages: 419
PDF File Size: 7.4 Mb
ePub File Size: 3.54 Mb
ISBN: 579-2-30441-895-1
Downloads: 36443
Price: Free* [*Free Regsitration Required]
Uploader: Moogugore

Rust, Ambler et al. Whose Boat Is This Boat? Following the previous arguments, the following hypotheses comunicacioes formulated: Comprehension of communication control is also a key issue.

Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz

Con una solida orientacion hacia la practica, los autores nos muestran como poner en accion un programa integrado, guiando la planificacion, la coordinacion y controlando el proceso completo de comunicacion.

Alexa Actionable Analytics for the Web.

Furthermore, Duncan and Mulhern [79] underline that organizations implementing IMC in a more adequate way will have a greater ability to achieve the direct and indirect campaign objectives. Goodreads helps you keep track of books you want to comuniacciones. This need is highlighted by Schultz, Patti and Kitchen [12]who called for an accepted definition and for further research on specific areas: Assistant Professor of Marketing.



Technological turbulence positively influences implementation of IMC programs. These goals are interrelated, since it is not possible to model IMC process without a preliminary examination and definition of IMC.

One of the more desirable effects of an effective IMC is the achievement of a competitive advantage in the market. Goodreads helps you keep track of books you want to read.

Thus, managers have the flexibility needed to implement IMC relative to market changes. Product details Paperback Publisher: Return to Book Page. Gould considered IMC as a controversial theoretical concept in terms of generalization of what it was and what it does.

Open Preview See a Problem?

Although the strength of IMC barriers could be limited thanks to the economic advantages and benefits of the implementation of this new paradigm, it is not possible to predict with certainty which are the prominent factors in each process. Be the first to ask a question about Integrated Marketing Communications. For instance, Schultz suggests that the responsibility of managing messages and symbols should be situated at the peak of the organizational pyramid, i.

Anelim marked it as to-read Jul 06, These results highlight the need for a more comprehensive conceptualization and definition of IMC as well as the development of stronger tools for measuring it.

Comunicaciones de Marketing Integradas

There are no discussion topics on this book yet. Be the first to ask a question about Comunicaciones de Marketing Integradas.


Irvin, Homewood, IL, Echultz by aligning the strategic development process, creation of value, information management, and so forth, the organizations may have authentic customer and market orientation. The review allows the authors to formulate the research hypotheses and, finally, to model the driving-factors and effects of IMC.

Understand the consumer’s cost to satisfy that want or need […], dollars are only one part of cost […]. Horizontal communication positively influences implementation of IMC programs.

Withoutabox Submit to Film Festivals. conunicaciones

Books by Don E. Secondly, some external influences are highlighted, such as technological and competitive turbulence and the cultural and institutional environment in which the company is operating.

According to these contributions, the following hypotheses are formulated: More specifically, definitions have been classified in the following three categories: You can no longer sell whatever you can make.

Undoubtedly complexity lies in the creation of cross-functional teams that operate at the brand equity level.