Original scientific paper

Effects of top management involvement in integrated marketing communications

Nina Hočevar ; PANTEA
Vesna Žabkar orcid.org/0000-0002-9331-9090 ; Faculty of Economics, University of Ljubljana
Damijan Mumel orcid.org/0000-0003-4389-2267 ; Faculty of Economics & Business Maribor

Abstract

There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively.

In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC.

Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.

Keywords

Integrated marketing communications; IMC; management; degree of IMC; marketing communications

Hrčak ID:

21354

URI

https://hrcak.srce.hr/21354

Publication date:

28.12.2007.

Article data in other languages: croatian

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