How Integrated Marketing Communications (IMC) works?a theoretical review and and gender representation

  1. Porcu, Lucía
  2. Barrio García, Salvador del
  3. Kitchen, Philip J.
Revista:
Comunicación y sociedad = Communication & Society

ISSN: 0214-0039

Año de publicación: 2012

Volumen: 25

Número: 1

Páginas: 313-348

Tipo: Artículo

DOI: 10.15581/003.25.36183 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Resumen

A partir de la mitad de los años noventa, el concepto de Comunicación Integrada de Marketing (CIM) comenzó a ocupar un lugar destacado y ha atraído una atención considerable por parte de la literatura. El objetivo de este trabajo es doble: (1) la delimitación conceptual de la CIM y la identificación de sus principales dimensiones, (2) el desarrollo de un modelo teórico global de antecedentes y efectos. Para la consecución de estos objetivos, el trabajo analiza, en primer lugar, el marco conceptual para aclarar el concepto. En segundo lugar, se propone una nueva definición de CIM y se destacan sus dimensiones más relevantes. En tercer lugar, se lleva a cabo una revisión de la literatura que permitió identificar una serie de antecedentes y consecuentes, formular una serie de hipótesis de investigación, para terminar proponiendo un modelo teórico de funcionamiento de la CIM. Finalmente, se analizan los resultados del estudio y las principales implicaciones académicas y de gestión. El modelo propuesto puede ayudar a académicos y profesionales del marketing a comprender el papel que este paradigma juega en el management moderno y a identificar las variables clave que promueven u obstaculizan la CIM y los beneficios que pueden derivar de su implementación.

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Fuente de los datos: Dialnet