PUBLICACIONES

Marketing communications: Examining the work of practitioners in the United States, Japan and Chile

J. Internacional: Marketing communications: Examining the work of practitioners in the United States, Japan and Chile

TOM GRIFFIN., DAVID MCARTHUR., PEDRO HIDALGO C., TOSHIO YAMAKI.

2000 - International Journal of Advertising - Vol. 19, Nº 1, Pp 73-93

Abstract

This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications. In this study, respondents share insights on the time and attention they devoted to selected marketing communication activities and the extent to which various communication alternatives are considered when a campaign is being planned. Differences in management activities and alternatives considered are identified within and between countries. For example, integrated marketing communications were not nearly so important to practitioners in Japan and Chile as in the US. Personal selling was a function that received significantly more attention in Japan than in Chile or the US. While a good deal of similarity existed between practitioners in the three countries, a number of differences were found and explanations for these differences are advanced.

Keywords

¿Quieres seguir leyendo? [Accede a la publicación completa]

Sales Summit 2017 - Unegocios FEN UChile

El Centro de Desarrollo Gerencial (Unegocios) del Departamento de Administración la Facultad de Economía y Negocios de la Universidad de Chile realizará el 1er Seminario e...

Ingeniería Comercial de FEN lidera ranking de AméricaEconomía 2017

• La Universidad de Chile se posicionó como la mejor universidad del país según el ranking 2017 de la revista América Economía.  • En el subran...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.