Resumen

NAVARRO BAILON, MARÍA ÁNGELES; PINERO, MARÍA SICILIA  y  DELGADO BALLESTER, ELENA. EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA : UNA PROPUESTA TEÓRICA Y METODOLÓGICA. estud.gerenc. [online]. 2009, vol.25, n.111, pp.35-57. ISSN 0123-5923.

Consequences of integrated marketing communication through strategic consistency: a theoretical and methodological proposal There has been an increasing interest in the area of integrated marketing communications during the last years. However, most studies have mainly focused on the economical and financial effects that this strategy has for companies, while very little is still known about the effectiveness of an integrated marketing communication campaign. By using a strategic consistency perspective, this work presents a series of effects about the influence of an integrated strategy on consumer evaluation of the campaign.

Palabras clave : Integrated Marketing Communication (IMC); strategic consistency; consumers.

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