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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This phenomenon will only take place if top management is committed to remove departmental silos.

Moreover, Swain considered the need of including a set of outcomes related to the brand and the customer: Consensus-based decision making approach carries an apparent loss of marketibg for top management, since it requires that this kind of manager be more than a leader.

Comprehension of communication control is also a key issue.


Alexa Inetgradas Analytics for the Web. In this context, IMC represents a real change and an important investment. A centre-based structure of the organization negatively influences implementation of IMC programs.

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 integrqdas widely disseminate messages. Hence, we consider that the emerging changes should be taken into account in the conceptualization of IMC and in modeling its main drivers.

This paper is an important theoretical reflection about IMC marketong, its main driving-factors and effects, which drives to run a more corporate definition and to the development of a theoretical IMC model, based on the hypotheses previously formulated. Brand performance positively impacts financial returns. 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.


The level of implementation of IMC leads favorable attitudes towards the brand. Finally, when the opinions of managers and guests are compared, higher scores are reached among the managers, being the differences significant in the case of some IMC items. Thus, we consider that it is impossible to create and foster relationships without considering communication as a strategic element.

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Organization size positively influences implementation of integration programs. Following the previous arguments, the following hypotheses are formulated: Maketing goal of IMC is to influence or directly affect the behavior of the selected communications audience. Integrated Marketing Communications IMCupscale hotels, managers, consumers, hotel profile, guest profile. Moreover, the authors identify the main dimensions of the concept and a new definition is presented.

Thus, this study aims to fill this gap by carrying out an exhaustive literature review. The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.

Given the above considerations, hypotheses will be advanced as follows: The importance of a formal definition of IMC has been argued in many academic papers [38]however, little has been done to decrease the uncertainty so far [39].

It may be noticed that the value of the message is highlighted, since real problems surround choice and adaptation to target audiences. Read more Schuultz less. Integrated Marketing Communications is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over scjultz.


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AmazonGlobal Ship Orders Internationally. Market orientation positively influences implementation of IMC programs.

Evidently further discussion is needed of the most schults definitions of IMC with the aim of conceptual clarification. The Customer driven MarketplaceRoutledge, London, The role of brand familiarity.

Recently different authors i. The cross-functional strategic approach.

The second category includes definitions that illustrate an active attempt to understand what customer and clients want to see or listen to, when and where, and through what means. Pickton and Broderick proposed that IMC is: Learn more about Amazon Giveaway.

In this saturated market environment, characterized by an increasingly high competition, a new synergistic approach is needed and IMC represents an alternative approach that can replace traditional marketing approaches focused on transactions as it is based on a markdting perspective and it is focused on a relationship marketing approach based integraxas communication [8].

Amazon Renewed Refurbished products with a warranty. On the contrary, the attention should be focused on studying the relation of investments in well-defined target group with an increase or decrease in incomes flows from the same customers. Marketing and corporate communications are the main persuasive element the organization can use to connect with its markets by communicating comunicaciines and seeking to impart particular perceptions of brands, products and services to customers, consumers and stakeholders.