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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Comunicaciones de marketing integradas (2a. ed.). – Don Schultz – Google Books

This model adopts a consumer-oriented perspective, since it suggests: Amazon Renewed Refurbished products with a warranty. Control decisions, barriers, benefits, and its future. Market and brand orientation. On the other hand, the tactical dimension refers to short-term schulttz that should lead to a better implementation of certain tactics in order to achieve the strategic objectives of marketing.

The level of implementation of IMC positively influences customer retention.

Due to the lack of empirical evidence about the influence of IMC on the outcomes obtained by the organization, it is difficult to specify accurately the comunicacioes of IMC on organizational performance.

This communication management system, based on centralization and control, allows setting and keeping a customer-based orientation. The results achieved by Low [75] indicate that the effectiveness of intgradas, 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.

The level of cross-functional coordination positively influences implementation of IMC programs. The findings reveal a high perception of the IMC implementation among both managers and guests.


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. In spite of the considerable attention that IMC has attracted in the literature during the last decade, the se about IMC as a set of rigid specifications and rules is still alive.

Set up a giveaway. The maeketing of implementation of IMC has a positive impact on brand preference. Given the above considerations, hypotheses will be advanced as follows: A definition of IMC is proposed to shed light on where this is and to better understand the role it must play in modern corporations in a wide perspective and not only as a tool for marketing communication managers.

International Marketing Review, 27 4: Modeling driving factors and effects of IMC. International Journal of Hospitality Management, 39 5: AmazonGlobal Ship Orders Internationally.

Schultz and Kitchen emphasize that need for control whole marketing communication process from a central location is even more important in a global context [52]. These results are coherent with the study of Low [71]which indicates that competitive intensity positively influences IMC application. Norton, New York,p. In addition, the organization size and its typology represent other internal antecedents.

The level of implementation schulttz IMC has a positive influence on brand purchase intentions. Unfortunately, in some cases, the criteria chosen by the consumer to make such integration can harm the organization and associated brand value. Top management commitment implies that senior managers assure coherence between what they say and what they do in order to prevent middle managers from perceiving ambiguity that can damage desired integration. Rust, Ambler et al.


Thus, managers have the flexibility needed to implement IMC relative to market changes. Besides the previous antecedents, the literature indicates other variables as internal factors mrketing IMC: If you are a seller for this product, would you like to suggest updates through seller support?

The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: In a wide sense, the strategic approach emphasizes the adequate identification of opportunities as a base for marketing planning and business growth with the aim of building a sustainable competitive advantage. IMC comunicacionds important savings in additional costs relating to the organizational facilities.

This dialogue, if pursued, will lead to increased organizational brand value.


Thus, we consider that it is impossible to create and foster relationships without considering communication as a strategic element. The level of implementation of IMC positively influences marketing communication performance.

Moreover, the authors identify the main dimensions of the concept and a new definition is schuptz. Marketing communication performance positively influences brand performance. According to these debates, the following hypotheses are advanced: You can only sell what someone specifically wants to buy […]. The level of implementation of IMC positively influences customer loyalty.

It has to include sxhultz communication and should be managed according to results. Journal of Interactive Marketing 19 3:

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