engleski

Effects of top management involvement in integrated marketing communications

In the academic literature there is not much empirical evidence about how top management involvement influences a degree of integrated marketing communications. At the same time some authors believe that this relationship should be more explored. In this paper we present one of the possible approaches in investigating the relationship between top management involvement and a degree of integrated marketing communications. With our research we found out that greater involvement of top management in marketing communications could be associated with higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very beginning. We suggest that this study has provided the basis for future research on the relationship between top management involvement in marketing communications and a degree of IMC.

top management; involvement; integrated marketing communications

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