Ese es precisamente el tema de esta obra. 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 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? 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 motivaciones de los distintos publicos compradores y predecir sus probables actitudes de compra en el futuro. Schultz, Tannenbaum y Lauterborn nos muestran como, a partir de informacion sobre los consumidores, es posible construir una estrategia de comunicacion multi-canal capaz de Ilegar a cada segmento con un unico mensaje. Con una solida orientacion hacia la practica, los autores nos muestran como poner en accion un programa integrado, guiando la planificacion, la coordinacion y controlando el proceso completo de comunicacion.
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Rust, Ambler et al. Schultz Refresh and try again. Be the first to write a review. Following the previous arguments, the following hypotheses are formulated: It is based on significant resources invested in the creation of segmented databases and the restructuring of the organization in order to attempt a deep customer orientation. Pickton and Broderick proposed that IMC is: 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.
The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: Some authors argue that top management attitude towards change positively influences IMC: On the one hand, Beard  suggests that rigid organizational structures represent an important source of conflict and barriers for IMC implementation.
Amazon Renewed Refurbished products with a warranty. Graw Hill, New York,p. The factors related to top management can be subdivided into the following: Marketing communication performance positively integrxdas brand performance. This perspective goes beyond the juxtaposition of promotional elements and the implementation of market research. Whose Boat Is This Boat? According to these contributions, we could deduct that: Jessie Chen rated it really liked it Sep 20, Traditionally the literature distinguishes between two types of communication tools: 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.
Schultz, Tannenbaum y Lauterborn nos muestran como, a partir de informacion sobre los consumidores, es posible construir una estrategia de comunicacion multi-canal capaz de Ilegar a cada segmento con un unico mensaje.
As indicated by different authors, main barriers for the integration are usually rigid organizational structures. According to these debates, the following hypotheses are advanced: 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.
On the other hand, Reid shows that it is more likely to find a high degree of IMC implementation in large manufacturing companies than in smaller service organization since larger companies will have more resources to improve the planning processes and they will be able to manage and coordinate a higher number of cross-functional teams and external agencies. Sabina Sen marked it as to-read Oct 30, This author highlights the distinction among elements of the communication mix typical of the traditional approachalthough she recognizes the importance of coordinating the different promotional tools with the aim of maximizing the marketing communication effect.
Generally, we would expect that the organizations applying Comuicaciones will have a greater capacity to achieve its direct and indirect objectives, such as a higher brand knowledge and preference, a more favorable attitude towards the brand and the increase of purchase intention.
Undoubtedly, the lack of empirical justification of the proposed model is a limitation of this article. Withoutabox Submit to Film Festivals. Moriarty affirms that cross-functional management abilities are a main barrier for IMC implementation . 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 effects of IMC on organizational performance.
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. Undoubtedly, the hardest part of the model is the development and validation of scales that are able to capture the essence of IMC.
One of the first definitions of IMC, proposed by Northwestern University, is representative of this approach; it is one of the integradaz cited in the literature and was received by the American Association of Advertising Agencies in Lists with This Book. The issue of how to organize the integration process is crucial, hence factors related to the organizational systems and structures influence IMC implementation. In the attempt to better clarify the conceptual background, we propose a new classification of the definitions of IMC developed and proposed by different authors during the last two decades.
COMUNICACIONES DE MARKETING INTEGRADAS SCHULTZ PDF
Learn more about Amazon Giveaway. The division of the organization into a large number of departments negatively influences implementation of integration programs. More specifically, definitions have been classified in the following three categories: Professional training and expertise in cross-functional management positively influences implementation of IMC programs. In the following sections, these antecedents and consequences are presented and described ccomunicaciones detail and the research hypotheses are formulated to develop the whole theoretical model of IMC.
COMUNICACIONES DE MARKETING INTEGRADAS DON SCHULTZ PDF
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. Some empirical studies have found a positive influence of implementation of market orientation and brand orientation in the levels of IMC adopted. Nowadays, the continuous changes occurring in the field of Marketing Communications, are leading to an increasing relevance of research on IMC. Rust, Ambler et al. A great number of IMC authors and scholars consider this antecedent to be structural issue, or related to formal responsibility and top management.
COMUNICACIONES DE MARKETING INTEGRADAS SCHULTZ PDF
Moogurr You may also like. Show More Show Less. Truly rated it really liked it Dec 29, La respuesta esta en el marketing orientado hacia el cliente, una herramienta que schiltz, 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 comunicaciojes ahora — ya no basta? Ese es precisamente el tema de esta obra. Comunicaciones de Marketing Integradas by Don E. Schultz 4 star ratings Jessie Chen rated it really liked it Sep 20, Schultz, Tannenbaum y Lauterborn nos muestran como, a partir de informacion sobre los consumidores, es posible construir una estrategia de comunicacion multi-canal capaz de Ilegar a cada segmento con un unico mensaje.