Influências do processo de globalização para o uso da CIMG: comunicação integrada de marketing global e percepção da CIMG por parte das principais agências de São Paulo, Brasil
Carregando...
Data
2003-05-26
Autores
Orientador(res)
Cosenza, Antonio Jesus de B.
Métricas
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Many questions remain over how advertising can be implemented successfully. The thesis considers the variables that have some influence in the globalization process and its consequences on GIMC - Global lntegrate Marketing Communication. The author traces the level of GIMC implementation in São Paulo through a survey among advertising agencies. Furthermore, a new definition is presented for IMC - Integrate Marketing Communication in three geographical coverage levels - domestic, regional and global - and proposes a model for the use of integrate communication establishing the necessary conditions for better results.