Naslov
Top management involvement as determinant of IMC

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

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

Izvornik
Refereed conference proceedings (Program & proceedings), 7th Annual IBER & TLC Conference Proceedings / - Las Vegas (NV) : Clute Institute For Academic Research, 2007, 1-9

Skup
7th Annual IBER & TLC Conference

Mjesto i datum
Las Vegas (NV), Sjedinjene Američke Države, 01.10.2007. - 04.10.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
top management; involvement; integrated marketing communications

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA