Naslov
Centralization and top management involvement as determinant of IMC

Autori
Hočevar, Nina ; Mumel, Damijan ; Žabkar, Vesna

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Marketing Theory Challenges in Transitional Societies / Snoj, Boris ; Milfelner, Borut - Maribor : Faculty of Economics and Business Maribor, University of Maribor, 2007, 29-36

ISBN
978-961-6354-67-7

Skup
1st International Scientific Conference on Marketing Theory Challenges in Transitional Societies

Mjesto i datum
Maribor, Slovenija, 20.09.2007. - 21.09.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
centralization; top management; integrated marketing communication

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA