Top management involvment as determinant of IMC (CROSBI ID 538455)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Hočevar, Nina ; Žabkar, Vesna ; Mumel, Damijan
engleski
Top management involvment as determinant of IMC
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 belive 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.
top management; involvement; integrated marketing communications
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
1-8.
2007.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the International Colloquium on Business & Management (ICBM) 2007
Neal, Mark ; Jones, Colin J.
Tripoli : Bangkok: Balamand University, Tripoli, Lebanon ; Suan Dusit Rajabhat University, Bangkok, Thailand
978-1-60530-424-3
Podaci o skupu
International Colloquium on Business & Management (ICBM)
predavanje
19.11.2007-22.11.2007
Bangkok, Tajland