From the marketing strategy to the communication strategy of advertising agrncia

Authors

  • Miguel A. Quintana Daza

Abstract

The objectives of this paper are basically two. In the first place, make a tour of the various plans that the company must design, in my opinion, if you want your advertising campaign to be effective; and second, to try to see how these ideas would be applied to the plans of publicity agencies for full services.

Keywords

strategy, marketing

References

AAKER, D. A. (1987): Management estratégico del mercado. Esade.

DRUKER, P. (1973): Management: Tasks, responsabilities and practices. New York, Harper & Row.

JOANNIS, H. (1988): El proceso de la creación publicitaria. Bilbao, Deusto.

KOTLER, P. (1980): Dirección de mercadotecnia. Análisis, planeación y control. México, Diana.

KOTLER, P. (1992): Dirección de marketing. Pretence Hall.

KRIEF, B. (1990): El desarrollo de la inversión publicitaria en España. Tendencias para el periodo 1990-95 (Estudio patrocinado por Publiespaña).

LAVIN, J., & WACKMAN, D. (1992): Gestión de empresas informativas. Madrid, Rialp.

PORTER, M. (1980): Estrategias competitivas. CECSA

DOI

https://doi.org/10.5565/rev/qp.148

Published

1993-07-31

How to Cite

Quintana Daza, M. A. (1993). From the marketing strategy to the communication strategy of advertising agrncia. Questiones Publicitarias, (1), 55–68. https://doi.org/10.5565/rev/qp.148

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Copyright (c) 1993 Miguel A. Quintana Daza

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.