13 PDF Article

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.

Author: Moogukora Akizil
Country: Benin
Language: English (Spanish)
Genre: Relationship
Published (Last): 13 February 2014
Pages: 499
PDF File Size: 13.71 Mb
ePub File Size: 13.39 Mb
ISBN: 404-8-59217-464-1
Downloads: 7632
Price: Free* [*Free Regsitration Required]
Uploader: Gajin

Schultz recognized the necessity of overcoming the inside-out phase, affirming that: Academics and practitioners have debated for over two decades about this concept without reaching agreement about what it is and what benefits it offers to marketers, thus the IMC paradigm is still unclear in terms of definition and limits of application, since it is relatively new.

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.


On the one hand, Beard [63] suggests that rigid organizational structures represent an important source of conflict and barriers for IMC implementation. Finally, the main marieting and academic implications are discussed. Thus, managers have the flexibility needed to implement IMC relative to market changes.

According to these contributions, we could deduct that: These results are coherent with the study of Low [71]which indicates that competitive intensity positively influences IMC application.

Undoubtedly complexity lies marketin the creation of cross-functional teams that operate at the brand marketng level. S chultz and Schultz consider that the planning, development and implementation of marketing programs should comunicacionea approached in a different and new way [6].

Amazon Drive Cloud storage from Amazon. Consensus-based decision making approach carries an apparent loss of power for top management, since it requires that this kind of manager be more than a leader. 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 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.


Furthermore, different academic and managerial marketinh may be identified and discussed. 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. Similarly, Ambler and Barrow consider that the separate areas of marketing and human resources should work more closely together: Gould considered IMC as a controversial theoretical concept in terms of generalization of what it was and what it does.

This style, in spite of solving problem temporally, can ruin all trust created around decision marketign based on consensus. This is not a linear process, but a circular one that represents the core of all relationships and creates brand value in terms of sales and profitability to attract, retain and increase the number of clients.

Technology is bringing together communication and distribution, making the world a globalized and interconnected market. IC, as defined by these authorsis claimed to be a wider concept since IMC tends to assume that the integration should take place within the area of marketing. 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.

According to these debates, the following hypotheses are advanced: From this definition the main characteristics of an integrated communication strategy may be deduced, such as identifying marketing communication and other organizational objectives; planning all tools in a coherent and synergic way; effectively managing and integrating all promotional activities; managing all communication tools and considering all media to send brand messages. Brand performance positively impacts financial returns.


International Journal of Advertising, http: Finally, the validation and assessment of the proposed model will provide academic researchers with a wider and deeper comprehension of what is the role IMC plays in business management, its main antecedents and barriers as well as the most important benefits the organizations could obtain through its implementation.

Get fast, free shipping with Amazon Prime. 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].

Norton, New York,p.

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

Modeling driving factors and effects of IMC. Being competitive in this context may drive organizations to implement IMC with the aim of encouraging strategic coordination of brand messages.

Market and brand orientation.

This section aims to analyze and classify the consequences derived from the application of the IMC paradigm and review the main conclusions achieved in previous msrketing. Amazon Advertising Find, attract, and engage customers. Cross-departmental conflicts internal turf battles and lack of horizontal communication. Horizontal communication positively influences implementation of IMC programs.

The organization creates negative value encouraging individual realization, since recognition is exclusively based on rapid response instead of clear solutions.

Rust, Ambler et al.