EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA: UNA PROPUESTA TEÓRICA Y METODOLÓGICA
DOI:
https://doi.org/10.1016/S0123-5923(09)70070-1Palabras clave:
MARKET ESTRATEGICO, CONSUMIDORES, COMUNICACION EN MERCADEOResumen
Mucho se ha hablado hasta ahora acerca de la gestión integrada de las herramientas que conforman el mix de comunicación (Comunicación Integrada de Marketing). Sin embargo, la mayoría de los estudios desarrollados al respecto se han dedicado a analizar los efectos económico-financieros que esta forma de gestión puede tener para las empresas, de manera que muy poco se ha constatado acerca de la eficacia que posee una campaña integrada de comunicación desde el punto de vista del consumidor. Partiendo de la consistencia estratégica como vía de integración, en el presente trabajo se plantean los efectos que puede ejercer una campaña integrada es sobre el procesamiento de la información y sobre las evaluaciones que el consumidor hace de la campaña.Descargas
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