Resumen

CONDE GARCIA, Rebeca Esther; BELLO BLANCO, Jorge Carlos  y  PEREZ GARCIA, Noel. Evaluation of Integrated Marketing Communications Strategy at the National Center of Applied Electromagnetism. Rev retos [online]. 2019, vol.13, n.2, pp.42-58.  Epub 08-Sep-2019. ISSN 2306-9155.

The aim of this paper was to evaluate the integrated marketing communications strategy at the National Center of Applied Electromagnetism, from the University of Oriente, Santiago de Cuba, Cuba. The strategy was designed with mixed communications tools, which guaranteed the spread of results of the organization based on receiver-adjusted contents. Accordingly, the impact of information on the target audience was observed to increase, the company’s income improved, and there was a trend toward growth. Its implementation was evaluated through communications management indicators and depending on the ranking of the center in two stages: before (2008-2010) and after (2011-2018) the actions foreseen. IBM SPSS Statistic 19 was used to process the statistical data. The implementation of this strategy at this institution is considered as innovation in marketing.

Palabras clave : integrated communications; strategy; marketing; innovation; communications mix.

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