Top management involvement as determinant of IMC (CROSBI ID 538464)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Hočevar, Nina ; Žabkar, Vesna ; Mumel, Damijan
engleski
Top management involvement 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
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Podaci o prilogu
1-9.
2007.
objavljeno
Podaci o matičnoj publikaciji
Refereed conference proceedings (Program & proceedings), 7th Annual IBER & TLC Conference Proceedings
Las Vegas (NV): Clute Institute For Academic Research
1539-8757
Podaci o skupu
7th Annual IBER & TLC Conference
predavanje
01.10.2007-04.10.2007
Las Vegas (NV), Sjedinjene Američke Države