engleski

Centralization and top management involvement as determinant of IMC

In the academic literature there is not much empirical evidence how centralization of marketing communication management as well as involvement of top management influences degree of integrated marketing communications. At the same time some authors belief that this relationship should be more explored. In this paper we present one of the possible approaches in investigating this relationship. With our research we found out that greater involvement of top management in marketing communications could be associated with higher degree of IMC, at the same time we couldn't confirm positive relation between centralization of marketing communications management and degree of IMC.

centralization; top management; integrated marketing communication

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