Market-Tržište, Vol. 19 No. 2, 2007.
Izvorni znanstveni članak
Effects of top management involvement in integrated marketing communications
Nina Hočevar
; PANTEA
Vesna Žabkar
orcid.org/0000-0002-9331-9090
; Ekonomska Fakulteta, Univerza v Ljubljani
Damijan Mumel
orcid.org/0000-0003-4389-2267
; Ekonomsko-poslovna fakulteta Maribor
Sažetak
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.
Ključne riječi
Integrated marketing communications; IMC; management; degree of IMC; marketing communications
Hrčak ID:
21354
URI
Datum izdavanja:
28.12.2007.
Posjeta: 2.855 *