Integrated marketing communications from the corporate culture perspective in human organizations

Abstract

The purpose of this study was to analyze integrated marketing communications from the corporate culture perspective in human organizations. Research was developed to study the importance of innovative marketing practices immersed in a competitive environment. As a result of this analysis, it was determined that integrated marketing communication represents a paradigm in organizational management through communication for disseminating effective messages that strengthen the corporate culture of organizations, to achieve their economic and social ends and thereby, contribute to social well-being. In this sense, the theories of specialists in the area were consulted, including Arens (2000) and Burnett (2002), among others.