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 organization creates negative value encouraging individual realization, since recognition is exclusively based on rapid response instead of clear solutions. 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 organized to ensure the coherence of messages and avoid dispersion of communication resources.

In addition, the organization size and its typology represent other internal antecedents.


The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: While the hotel profile is defined according to operating time of hotel, location, and number of rooms, the guest profile is considered according to some comunnicaciones characteristics of consumers, motives to visit and frequency of stay.

An International Journal, 14 2: Rust, Ambler cokunicaciones al. Thus, even if the organization has transmitted uncoordinated messages to the same consumer, that consumer will aggregate and integrate those messages according to some pattern. Nevertheless, the increasingly wider variety of communication and promotional tools together with the modern-day array of on- and off-line channels and media forms can widely disseminate messages.

Nowadays, the continuous changes occurring in the field of Marketing Communications, are comunlcaciones to an increasing relevance of research on IMC.

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Faculty of Economics and Business Sciences. The factors related to top management can be subdivided into the following: The factors related to the interdepartmental dynamic can be specified in: Get fast, free shipping with Amazon Prime. The authors analyzed the evolution of communication and marketing theories by tracing their parallel shifts and showing marleting intersections between communication and marketing see Figure 1.


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In a wider sense, the market-based results deriving from IMC may be related comuniacciones the concept of brand value chain, which identifies marketinh number of marketing investments and their potential impact on consumer minds, market performance and value for shareholders.

International Journal of Integrated Marketing Communications, 2 1: Irvin, Homewood, IL, Secondly, a systematic literature review is carried out to identify IMC antecedents and consequences and the research hypotheses are formulated. 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].

Moriarty affirms that cross-functional management abilities are a main barrier for IMC implementation [54]. Set up a giveaway. Low conducted one of the first researches supporting the relationship between IMC and brand performance, but the author notes that the results are difficult to infegradas [83].

As IMC should be deeply cmunicaciones, this should aim at the achievement of long-term objectives. The level of implementation of IMC positively influences customer loyalty. Kitchen, Brignell, Li and Spickett-Jones show that IMC is not just a communication process, but a process related to brand management [80]. According to the studies carried out by numerous authors [74] three categories of consequences can be identified and they are related to marketing communications performancebrand performance and stakeholders.

According to Duncan and Moriarty this is the most important organizational factor [56].

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At the beginning, definitions were focused on operational and issue communication tactics and gradually authors realized the need of a more exhaustive and holistic approach to augment customer relationships. Global Business and Management Research, 6 4: This phenomenon will only take place if top management is committed to remove departmental silos.

A common element of the most recent definitions seems to be the representation of IMC as a process in a double dimension: The results achieved by Low [75] indicate that the effectiveness of advertising, sales promotion, direct marketing and public relations is higher when the organization achieved a high level of IMC, thus a strong relation between IMC and marketing communication performances can be observed.


Thus, managers have the flexibility needed to implement IMC relative to market changes. 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.

Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Amazon Drive Cloud storage from Amazon. The typology of the organization significantly influences implementation of IMC programs. Think convenience to buy.

The motto of the age of the manufacturer- ‘caveat emptor’, let the buyer beware- is replaced by ‘cave emptorum’, beware of the buyer [13]. Due to the fast pace of technological innovations, IMC is going to be a very dynamic discipline. The obstacle in adequately defining IMC is due, in part, to the rapid development of the concept and its different application by organizations and academe.

Cooperation among departments avoids unnecessary duplication of communication strategies and implies an improvement in operational efficiency and in message coherence. The implications are very relevant due to the fact that messages may come from all departments and not only from the marketing department. Nevertheless, t he proposed model opens the way for future empirical researches on IMC by providing a conceptual framework and a better understanding of the role that Integrated Marketing Communication should play in contemporary business management, the main variables that determine or hinder its implementation, as well as the main benefits that it entails.

From an individual campaign perspective, it would be reasonable to find out that organizations implementing IMC will achieve higher incomes for each campaign, as a functional outcome, together with the synergy among the elements of communication mix and the improvement of the ability of using a wider and more appropriate range of tools [78].

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