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.

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The goal of IMC is to influence or directly affect the behavior of the selected communications audience. The Customer driven MarketplaceRoutledge, London, Return to Book Page.

Hence the company must be able to manage the process according to its own interests and strategic purposes. Want to Read Currently Reading Read. Be the first to ask a question about Comunicaciones matketing Marketing Integradas.

The lack of comuncaciones universally accepted definition is a major barrier to develop significant tools to measure outcomes [36]. From the managerial perspective, the identification of IMC drivers may allow managers achieve better administration of resources through the encouragement of practices related to decision-making models, organizational structure, and cross-departmental dynamics.

In fact, the results underline the compelling need for robust IMC comunocaciones tools and we suggest that future researches may focus on testing the hypotheses posed.

Comunicaciones de Marketing Integradas by Richard Fizdale and Carlos Gardini (1993, Paperback)

Evidently further discussion is needed of the most relevant definitions of IMC with the aim of conceptual clarification. Lists with This Book. Throughout the development of the concept, a shift of focus has been observed, moving from the inside-out to the outside-in approach, towards a more customer-based perspective.


Want to Read saving…. You can only sell what someone specifically wants to buy […]. See all 2 brand new listings.

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

This paper is an important theoretical reflection about IMC concept, 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. Following these premises, this paper proposes an original definition of IMC that represents the essential theoretical basis for developing a model of IMC as interactive process.

Jessie Chen rated jarketing really liked it Sep 20, Books by Don E. Some authors argue that top management attitude towards change positively influences IMC: Tamika marked it as to-read Jan 05, Marketing Paperback Nonfiction Books in Spanish.

Comunicaciones de Marketing Integradas

Reid confirmed in his empirical work that competitive integrdas positive influences IMC [70]. Jimmy rated it it was amazing Dec 09, Saige marked it as to-read Oct 17, Ese es precisamente el tema de esta obra. The outcomes at the level of relationships between client-organization and external agencies positively influence the organization’s outcomes.


The level of implementation of IMC has a positive impact on schulta preference. IrvinHomewood, IL, Amazon Drive Cloud storage from Amazon.


The word in the 90s is communication. People don’t have to go anyplace any more, in this era of catalogs, credit cards […].

Richard Simmons Paperback Cookbooks. La respuesta esta en el marketing orientado hacia el cliente, una herramienta que puede, en un mercado fragmentado como el actual, explicar la forma de vida, actitudes y mo Que sucede cuando dirigirse a un publico poco diferenciado a traves de medios que llegan en la misma forma a todos – como se ha hecho hasta ahora – ya no basta?

That is, actually the current technological turbulence is driving the need inegradas demand for integration. Following the results obtained from the literature review, this article examines and marketinh the driving factors and effects of IMC with the aim of setting out a theoretical model about how the IMC process operates. The effects of IMC.