Cavusgil Erin, Calantone Roger
School of Management, University of Michigan-Flint, USA.
Health Mark Q. 2011 Oct;28(4):317-36. doi: 10.1080/07359683.2011.623105.
Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both "push" and "pull" communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables-(a) the competitive landscape, and (b) the product's length of time on the market-interact with these communication efforts and affect brand and category sales.
营销经理们一直在努力应对如何最大限度地发挥整合营销传播策略的效果这一问题。可用传播渠道数量的不断增加，以及竞争格局的高度变化，使这一挑战变得更加复杂。这项实证研究考察了在一个药品市场治疗类别中，“推”和“拉”传播策略在持续的产品创新和广泛竞争的氛围中，对消费者和把关人产生的不同影响。此外，我们还探讨了两个权变变量——（a）竞争格局，以及（b）产品上市时间长短——如何与这些传播努力相互作用，并影响品牌和品类销售。
