Marketing communications: examining the work of practitiones in the United States, Japan and Chile

Abstract

This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications. In this study, respondents share insights on the time and attention they devoted to selected marketing communication activities and the extent to which various communication alternatives are considered when a campaign is being planned. Differences in management activities and alternatives considered are identified within and between countries. For example, integrated marketing communications were not nearly so important to practitioners in Japan and Chile as in the US. Personal selling was a function that received significantly more attention in Japan than in Chile or the US. While a good deal of similarity existed between practitioners in the three countries, a number of differences were found and explanations for these differences are advanced.