Practitioner opinions and interests regarding integrated marketing communications in selected latin American countries

Journal of Marketing Communications

Volumn 2, Issue 3, 1996, Pages 125-139

  Rose, Patricia B ^a  

^a FLORIDA INTERNATIONAL UNIVERSITY   (United States)

Author keywords

Integrated Marketing Communications; Latin America; Practitioner Interest

Indexed keywords

EID: 3142519731     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272696346105     Document Type: Article

References (49)

1. Advertising Age (1994) Latin America’s ad hub. Advertising Age 65, (15) 21.
2. Besas, P. (1993) Yanks seek TV El Dorado. Variety 350 (9), 47.
3. Biker, B.D. and Hovgaard, U. (1994) Rational relations:the rationality of organizations in a communication-theoretical perspective. International Public Relations Review 17 (1), 16-26.
4. Buckman, M. (1993) With a consumer base of 268 million, Latin America’s potential is serious. Mediaweek 3 (27), 9.
5. Business Latin America (1993) Dutch firm shakes up wholesale sector. Business Latin America.
6. Cattel, R.B. and Baggaley, A.R. (1960) The salient similarity index for factor matching. British Journal of Statistical Psychology 13, 33-46.
7. Caywood, C., Schultz, D. and Wang, P. (1991) Integrated Marketing Communications:A Survey of National ConsumerGoodsAdvertisers. Evanston, IL:The Medill School of Journalism, Northwestern University.
8. Christensen, C.H., de Racha, A. and Gertner, R.K. (1987) An empirical investigation of the factors influencing exporting success of Brazilian firms. Journal of International Business Studies 18 (3), 61-77.
9. deHaff, B. and Caywood C. (1995) IMC Body of Knowledge, Letter of 18, August, Evanston, IL, Northwestern University.
10. Dominguez, L.V. and Sequeira, C.G. (1991) Strategic options for LDC exports to developed countries. International Marketing Review 8 (5), 27-43.
11. Dozier, D. and Lauzen, M. (1990) Antecedents and consequences of marketing imperialism on the public relations function. Paper presented to the Annual Convention of the Association for Education in Journalism, Minneapolis, MN.
12. Duncan, T., Caywood, C. and Newsom, D. (1994) Preparing Advertising & Public Relations Students for the Communication Industry in the 21st Century. Report of the AEJMC Task Force on Integrated Communications, Boulder, CO.
13. Ferguson, D. and VanSlyke Turk, J. (1993) Position Statement:Preparing Advertising and Public Relations Students for the Communications Industry in the 21st Century. A position paper by the Educational Affairs Committee of the Public Relations Society of America.
14. Giges, N. (1992) Top agency networks:Euro RSCG, Dentsu, McCann lead packs. Advertising Age 63, (17).1-4.
15. Gonring, M.P. (1994) Putting integrated marketing communications to work today. Public Relations Quarterly 39 (3), 45-8.
16. Grosse, R. and Zinn, W. (1990) Standardization in international marketing:the Latin American case. Journal of Global Marketing 4 (1), 53-73.
17. Grunig, L.A. (1994) As our students would say, `to integrate - NOT!’ Paper presented to the PRSA Professional Development Workshop, Baltimore, MD.
18. Hall, E.T. (1977) Beyond Culture. Garden City, NY:Anchor Books.
19. Harris, T.L. (1994) Remarks for PRSA Professional Development Workshop. Paper presented to the PRSA Professional Development Workshop, Baltimore, MD.
20. Ickis, J. (1995) Mavesa:Strategic Alliance, Management Case. Costa Rica:INCAE.
21. Jaffe, A. (1991) Small shops. Ad biz’s new frontier? AdWeek 12 (19), 1, 10.
22. Kozikowski, M. (1994) Public relations professionals should maximize the opportunities presented by IMC. Paper presented to the PRSA Professional Development Workshop, Baltimore, MD.
23. Lauzen, M. (1991) Imperialism and encroachment in public relations. Public Relations Review 17 (3), 245-56.
24. Mallardi, V. (1992) Common interests; free trade agreements with Canada and Mexico offer enormous media opportunities for everyone. American Printer 208 (5), 38-40.
25. Matthews, L. (1988).
26. Mazur, L. (1994) PR’s place on the map:globalization off public relations campaigns. Marketing February, 14S.
27. Moriarty, S.E. (1994) PR and IMC:the benefits of integration. Public Relations Quarterly 39 (3), 38-44.
28. Myerson, A. (1994) The booming, bulging Tex-Mex border. The New York Times 7 August, Section 3, 1.
29. Nakra, P. (1991) The changing role of public relations in marketing communications. Public Relations Quarterly 36 (1), 42-5.
30. National Trade Data Base (1993) The Alcoholic and Non/Alcoholic Beverage Market in Venezuela. National Trade Data Base, US Department of Commerce Washington, D.C.
31. Newsom, D., Carrell, B. and Hussain, S. (1992) The Tower of Babel:a descriptive report on attitudes toward the idea of integrated communication programs. Paper presented at the Association for Education in Journalism and Mass Communication, Montreal, Canada.
32. Jack O’Dwyer’s Newsletter (1989) Profiles of the top 25 PR firms in the US. O’Dwyer, J. PR Services 3 (5), 20.
33. Plank, B. (1994) How to say “no” to a marriage of convenience and remain friends. Paper presented to the PRSA Professional Development Workshop, Baltimore, MD.
34. Pollack, J. (1995) McCann tops regional ranking; shops suffer in Europe but Latin income up, and Asia bright spot. Advertising Age 66 (20), I-22.
35. Rose, P. and Miller, D. (1994) Merging advertising and PR:integrated marketing communications. Journalism Educator 49 (2), 52-63.
36. Schultz,D.(1991)Integratedmarketingcommunications:thestatusofintegratedmarketing communications programs in the US today. Journal of Promotion Management 1 (1), 99-104.
37. Schultz, D. (1993) Integrated marketing communications:maybe definition is in the point of view. Marketing News 18 January, 27 (2) 1.
38. Schultz, D., Tannenbaum, S. and Lauterborn, R. (1993) Integrated Marketing Communications:Pulling it Together & Making it Work. Lincolnwood, IL:NTC Publishing.
39. Siegel, S. and Castellan, N.J. (1988) Nonparametric Statistics, 2nd edn. New York:McGraw-Hill.
40. Summers, D. (1994) After the party, it’s back to basics:advertising agencies, wiser after the 1980’s binge, have turned the corner. Financial Times 16 August, 14.
41. Tabachnik, B.S. and Fidell, L.S. (1989) Using Multivariate Analysis Statistics. New York:Harper Collins.
42. BIOGRAPHY
43. Professor Rose joined academe after spending 25 plus years in the advertising and public
44. relations profession. She was the first female account executive promoted to the level of Vice
45. President at N.W. Ayer, the oldest US advertising agency. Rose served as President of the
46. Advertising Federation of Greater Miami during the 1994-1995 year. She has published on
47. the subject of integrated marketing communications in the Journal of Continuing Higher
48. Education, Journalism Educator, Public Relations Quarterly and the Journal of Marketing for Higher
49. Education.