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Efectos De La Comunicación Integrada De Marketing A Través De La Consistencia Estratégica: Una Propuesta Teórica Y Metodológica

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    RESUMENMucho se ha hablado hasta ahora acerca de la gestión integrada de las herramientas que conforman el mix de comunicación (Comunicación Integradade 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. Partiendode la consistencia estratégica como vía de integración, en el presentetrabajo se plantean los efectos que puede ejercer una campaña integradasobre el procesamiento de la informacióny sobre las evaluaciones que el consumidor hace de la campaña.

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    Article provided by UNIVERSIDAD ICESI in its journal ESTUDIOS GERENCIALES.

    Volume (Year): (2009)
    Issue (Month): (June)

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    Handle: RePEc:col:000129:006344
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