{"id":11109,"date":"2001-04-06T00:00:00","date_gmt":"2001-04-06T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/integrated-marketing-communications-theory-and-practice-the-case-of-the-philippines\/"},"modified":"2001-04-06T00:00:00","modified_gmt":"2001-04-06T00:00:00","slug":"integrated-marketing-communications-theory-and-practice-the-case-of-the-philippines","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/integrated-marketing-communications-theory-and-practice-the-case-of-the-philippines\/","title":{"rendered":"Integrated marketing communications theory and practice: the case of the philippines."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Jerome Kliatchko Gamalinda <\/strong><\/h2>\n<p>Como el t\u00edtulo sugiere, este trabajo de investigaci\u00f3n consta de dos partes. En la primera, se estudian los fundamentos te\u00f3ricos de la comunicaci\u00f3n comercial integrada (a partir de ahora imc, siguiendo las iniciales que se utilizan en ingl\u00e9s). La segunda parte se basa en el an\u00e1lisis de entrevistas en profundidad  realizadas a anunciantes y profesionales de agencias de publicidad de manila sobre visi\u00f3n y la pr\u00e1ctica del concepto de imc.  como concepto, imc se consolida entre los \u00faltimos a\u00f1os de la d\u00e9cada de los 80 y primeros 90 en estados unidos.Aunque su antig\u00ed\u00bcedad sea de apenas una d\u00e9cada, el inter\u00e9s que este concepto despert\u00f3 ha sido generalizado y relevante para la investigaci\u00f3n en marketing, tanto en \u00e1mbitos profesionales como acad\u00e9micos. El investigador ha rrvisado la literatura cient\u00edfica disponible en el per\u00edodo que va desde los \u00faltimos a\u00f1os 80 hasta junio del 2000. Como se trataba de un concepto novedoso, se buscaba la interpretaci\u00f3n de las aportaciones de sus defensores y los autores m\u00e1s destacados en este \u00e1mbito. tambi\u00e9n se pretend\u00eda conocer cu\u00e1les eran su objetivos al proponer el proceso y concepto de imc, qu\u00e9 nuevas aportaciones se derivaban de ese concepto, cu\u00e1les eran las diferencias de \u00e9nfasis con la sabidur\u00eda convencional en el marketing y la comunicaci\u00f3n, y en qu\u00e9 medida el concepto estaba destinado a influir en la pr\u00e1ctica de la industria de la comunicaci\u00f3n comercial.  para abordar tales inquietudes investigadoras, el primer cap\u00edtulo examina las corrientes que llevaron al desarrollo del concepto, as\u00ed como los diversos problemas de definici\u00f3n que acompa\u00f1an a la teor\u00eda del imc. El cap\u00edtulo segundoestudia los principios de la comunicaci\u00f3n comercial integrada. El tercero explora brevemente el proceso de planificaci\u00f3n del imc y muestran un cierto pradigma sobre el modo en que los diversos principios pueden ser aplicados en la pr\u00e1ctica. El cuarto y \u00faltimo cap\u00edtulo de esta primera p<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Integrated marketing communications theory and practice: the case of the philippines.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Integrated marketing communications theory and practice: the case of the philippines. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Jerome Kliatchko Gamalinda <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 04\/06\/2001<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Francisco Javier P\u00e9rez Latre<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: clarke Caywood <\/li>\n<li>\u00e1ngel Arrese reca (vocal)<\/li>\n<li>marilou De ocampo (vocal)<\/li>\n<li>Juan De los \u00e1ngeles villena (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Jerome Kliatchko Gamalinda Como el t\u00edtulo sugiere, este trabajo de investigaci\u00f3n consta de dos partes. En la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[17749,324,996,19150,11212],"tags":[17814,36524,18248,36523,17791,36525],"class_list":["post-11109","post","type-post","status-publish","format-standard","hentry","category-navarra","category-psicologia","category-psicologia-social","category-tecnicas-de-marketing","category-tecnicas-publicitarias","tag-angel-arrese-reca","tag-clarke-caywood","tag-francisco-javier-perez-latre","tag-jerome-kliatchko-gamalinda","tag-juan-de-los-angeles-villena","tag-marilou-de-ocampo"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/11109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=11109"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/11109\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=11109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=11109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=11109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}