EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA: UNA PROPUESTA TEÓRICA Y METODOLÓGICA (publicado em espanhol)

Autores

  • María Ángeles Navarro Bailón Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Profesora ayudante LOU, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.
  • María Sicilia Piñero Doctora en Ciencias de la Empresa, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.
  • Elena Delgado Ballester Doctora en Ciencias Económicas y Empresariales, Universidad de Murcia, España. Titular de Facultad, Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia, España.

DOI:

https://doi.org/10.1016/S0123-5923(09)70070-1

Palavras-chave:

MARKET ESTRATEGICO, CONSUMIDORES, COMUNICACION EN MERCADEO

Resumo

(resumo en espanhol)

 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.

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Publicado

2009-06-30

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EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA: UNA PROPUESTA TEÓRICA Y METODOLÓGICA (publicado em espanhol). (2009). Estudios Gerenciales, 25(111), 35-58. https://doi.org/10.1016/S0123-5923(09)70070-1