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DISEÑO Y ADMINISTRACIÓN DE ESTRATEGIAS PARA LA COMUNICACIÓN INTEGRAL DE ... < CAPÍTULO 17 56526. C. E. Osgood y P. H. Tannenbaum, “The Principles of Congruityin the Prediction of Attitude Change”, Psychological Review 62(1955), pp. 42–55.27. Richard C. Morais, “Mobile Mayhem”, Forbes, 6 de julio de 1998,p. 138; “Working in Harmony”, Soap Perfumery & Cosmetics, 1o.de julio de 1998, p. 27; Rodger Harrabin, “A Commercial Break forParents”, Independent, 8 de septiembre de 1998, p. 19; NaveenDonthu, “A Cross Country Investigation of Recall of and Attitudetoward Comparative Advertising”, Journal of Advertising 27 (juniode 1998), pp. 111; “EU to Try Again on Tobacco Advertising Ban”,Associated Press, 9 de mayo de 2001.28. Leon E. Wynter, “Group Finds Right Recipe For Milk Ads inSpanish”, Wall Street Journal, 6 de marzo de 1996.29. “Rebirth of a Salesman”, The Economist, 14 de abril de 2001.30. Michael Kiely, “Word-of-Mouth Marketing”, Marketing(septiembre de 1993), p. 6. Véase también Aric Rindfleisch yChristine Moorman, “The Acquistion and Utilization ofInformation in New Product Alliances: A Strength-of-TiesPerspective”, Journal of Marketing (abril de 2001), pp. 1–18.31. Ian Mount, “Marketing”, Business 2.0, agosto–septiembre de 2001,p.84.32. J. Johnson Brown y P. Reingen, P., “Social Ties and Word-of-MouthReferral Behavior”, Journal of Consumer Research 14 (1987),pp. 350–362; Jacqueline Johnson Brown, Peter M. Reingen yEverett M. Rogers, Diffusion of Innovations, 4a. ed. (Nueva York:The Free Press, 1995).33. Elizabeth Wellington, “Freebies and Chitchat are Hot MarketingTools”, Philadelphia Inquirer, 31 de diciembre de 2003; BobSperber, “Krispy Kreme Word-of-Mouth Tactics Continue to GoAgainst the Grain”, Brandweek, 21 de octubre de 2002, p. 9.34. Stephanie Thompson, “Minimal Hype Nets Max Buzz at Kiehl’s”,Advertising Age, 5 de abril de 2004, pp. 4, 33.35. Renee Dye, “The Buzz on Buzz”, Harvard Business Review(noviembre–diciembre 2000), pp. 139–146.36. Linda Tischler, “What’s the Buzz?” Fast Company, mayo de 2004,pp. 76–77.37. John Batelle, “The Net of Influence”, Business 2.0, marzo de 2004,p. 70.38. Kenneth Hein, “Run Red Run”, Brandweek, 25 de febrero de 2002,pp. 14–15.39. Malcolm Macalister Hall, “Selling by Stealth”, Business Life,noviembre de 2001, pp. 51–55.40. Ann Meyer, “Word-of-Mouth Marketing Speaks Well for SmallBusiness”, Chicago Tribune, 28 de julio de 2003.41. Emanuel Rosen, The Anatomy of Buzz (Nueva York: Currency,2000), cap. 12; “Viral Marketing”, Sales & Marketing Automation(noviembre de 1999), pp. 12–14; George Silverman, The Secrets ofWord-of-Mouth Marketing (Nueva York: Amacom, 2001).42. Marian Salzman, Ira Matathia y Ann O’Reilly, Buzz: Harness thePower of Influence and Create Demand (Nueva York: JohnWiley,2003).43. Linda Tischler, “Buzz Without Bucks”, Fast Company, agosto de2003, p. 78.44. JJack Neff, “Spam Research Reveals Disgust With Pop-Up Ads”,Advertising Age, 25 de agosto de 2003, pp. 1, 21.45. Theodore Levitt, Industrial Purchasing Behavior: A Study inCommunication Effects (Boston: Division of Research, HarvardBusiness School, 1965).46. Adaptado de G. Maxwell Ule, “A Media Plan for ‘Sputnik’Cigarettes”, How to Plan Media Strategy (American Association ofAdvertising Agencies, 1957 Regional Convention), pp. 41–52.47. Thomas C. Kinnear y Kenneth L. Bernhardt, Principles ofMarketing, 2a. ed. (Glenview, IL: Scott Foresman and Co., 1986).48. Terrence Sing, “Integrated Marketing More than Just an InternetBrochure”, Pacific Business News, 18 de febrero de 2004, p. 23.49. Amna Kirmani, “The Effect of Perceived Advertising Costs onBrand Perceptions”, Journal of Consumer Research, 17 (17 deseptiembre de 1990), pp. 160-171; Amna Kirmani y Peter Wright,“Money Talks: Perceived Advertising Expense and ExpectedProduct Quality”, Journal of Consumer Research, 16 (diciembre de1989), pp. 344–353.50. Demetrios Vakratsas y Tim Ambler, “How Advertising Works:What Do We Really Know”, Journal of Marketing 63, núm. 1(enero de 1999), pp. 26–43.51. How Advertising Works in Today’s Marketplace: The Morrill Study(Nueva York: McGraw-Hill, 1971), p. 4.52. Levitt, Industrial Purchasing Behavior: A Study inCommunication Effects.53. Ernan Roman, Integrated Direct Marketing: The Cutting EdgeStrategy for Synchronizing Advertising, Direct Mail, Telemarketing,and Field Sales (Lincolnwood, IL: NTC Business Books, 1995).54. William T. Moran, “Insights from Pricing Research”, en E.B. Bailey(ed.), Pricing Practices and Strategies (Nueva York, NY: TheConference Board, 1978), pp. 7–13.55. Bob Tedeschi, “E-Commerce Report”, The New York Times, 24 dejunio de 2002, p. C856. Gerry Khermouch, “The Top 5 Rules of the Ad Game”, BusinessWeek, 20 de enero de 2003, pp. 72–73.57. Dale Buss, “On Again, Off Again”, Brand Marketing, febrero de2001, p. 51. Kenneth Hein, “Pepsi: This Time It’s ‘All About theDew’”, Brandweek, 19 de enero de 2004, p. 4.58. Heather Green, “Online Ads Take Off Again”, Business Week, 5 demayo de 2003, p. 75.59. María Puente, “Online Experience is Now a Much Better Fit”, USAToday, 4 de diciembre de 2002, p. 2E.60. Don E. Shultz, Stanley I. Tannenbaum y Robert F. Lauterborn,Integrated Marketing Communications: Putting It Together andMaking It Work (Lincolnwood, IL: NTC Business Books, 1992);Don E. Schultz y Heidi Schultz, IMC, The Next Generation: FiveSteps For Delivering Value and Measuring Financial Returns(Nueva York: McGraw-Hill, 2003).61. Raymond R. Burke y Thomas K. Srull, “Competitive Interferenceand Consumer Memory for Advertising”, Journal of ConsumerResearch 15 (junio de 1988), pp. 55–68; Kevin Lane Keller,“Memory Factors in Advertising: The Effect of Advertising RetrievalCues on Brand Evaluations”, Journal of Consumer Research 14(diciembre de 1987), pp. 316–333; Kevin Lane Keller, “Memoryand Evaluations in Competitive Advertising Environments”,Journal of Consumer Research 17 (marzo de 1991), pp. 463–476;Robert J. Kent y Chris T. Allen, “Competitive Interference Effectsin Consumer Memory for Advertising: The Role of BrandFamiliarity”, Journal of Marketing 58 (julio de 1994), pp. 97–105.62. David Walker y Michael J. von Gonten, “Explaining Related RecallOutcomes: New Answers From A Better Model”, Journal ofAdvertising Research 29 (1989), pp. 11–21.63. Kevin Lane Keller, Susan Heckler y Michael J. Houston, “TheEffects of Brand Name Suggestiveness on Advertising Recall”,Journal of Marketing 62 (enero de 1998), pp. 48–57.
EN ESTE CAPÍTULOANALIZAREMOS LAS SIGUIENTESPREGUNTAS:1. ¿Qué pasos son necesarios paradesarrollar un programa depublicidad?2. ¿Cómo deben tomarse lasdecisiones sobre promoción deventas?3. ¿Cuáles son las directrices paraorganizar eventos y experienciasde construcción de marca?4. ¿Cómo pueden las empresasexplotar su potencial derelaciones públicas y publicidadno pagada?
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Dirección de Marketing Duodécimae
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Direcciónde MarketingDÉCIMO SEGUN
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DEDICATORIAEste libro está dedicad
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ACERCA DE LOS AUTORESthe Art Instit
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CONTENIDOPrefacioxxixPARTE 1 La dir
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CONTENIDOGrupos con diferentes nive
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CONTENIDOAplicaciones 168Referencia
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CONTENIDOSegmentación geográfica
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CONTENIDOMARKETING EN ACCIÓN Diná
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CONTENIDOCUESTIONES CLAVECómo valo
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CONTENIDOSistemas de marketing mult
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CONTENIDOCUESTIONES CLAVECriterios
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CONTENIDODesarrollo y prueba del co
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PREFACIODirección de marketing es
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PREFACIOOrganizaciónLa duodécima
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PREFACIOMarketing en acción, una s
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PREFACIOGalería de videos-Direcci
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AGRADECIMIENTOSge; John Teopaco, No
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PARTE1 LA DIRECCIÓN DE MARKETINGEN
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4 PARTE 1 > LA DIRECCIÓN DE MARKET
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10 PARTE 1 > LA DIRECCIÓN DE MARKE
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PARTE2 IDENTIFICACIÓN DE LAS OPORT
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PARTE3 RELACIÓN CON CLIENTES O CON
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140 PARTE 3 > RELACIÓN CON CLIENTE
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PARTE4 CREACIÓN DE MARCAS FUERTESE
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274 PARTE 4 > CREACIÓN DE MARCAS F
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PARTE5 LA DEFINICIÓN DE LAS OFERTA
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372 PARTE 5 > LA DEFINICIÓN DE LAS
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PARTE6 LA ENTREGA DE VALOREN ESTE C
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468 PARTE 6 > LA ENTREGA DE VALOR
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616 PARTE 7 > LA COMUNICACIÓN DEL
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PARTE8 LA GENERACIÓN DE CRECIMIENT
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634 PARTE 8 > LA GENERACIÓN DE CRE
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APÉNDICE::: EJERCICIOS: PLAN DE MA
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APÉNDICE > EJERCICIOS: PLAN DE MAR
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G2GLOSARIOvos, de las estrategias y
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G4GLOSARIOtes de que soliciten el p
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G6GLOSARIOMercado gris Productos de
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G8GLOSARIOResultados relacionados c
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C2CRÉDITOS DE IMÁGENESCompany. Re
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I2ÍNDICEGoizueta, Roberto, 125Gold
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I4ÍNDICEVence, Deborah L., 114Viol
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I6ÍNDICECoopers & Lybrand, 50Coors
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I8ÍNDICEJ. Walter Thompson’s Mat
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I10ÍNDICEPotential Rating Index by
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I12ÍNDICEWolfschmidt, 354Wolverine
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I14ÍNDICECreativos, transformativo
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I16ÍNDICEIntegración vertical, 34
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I18ÍNDICEheurístico lexicográfic
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I20ÍNDICEmodelos de selección del
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