Naslov
Načini določanja proračuna tržnega komuniciranja v podjetjih v Sloveniji
(Approaches and allocation of marketing communications budgets in the sample of Slovenian companies)

Autori
Jerman, Damjana ; Žabkar, Vesna ; Završnik, Bruno

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

Izvornik
Znanje za trajnostni razvoj / Vladislav Rajkovič - Kranj : Moderna organizacija, 2008, 894-901

ISBN
978-961-232-213-7

Skup
27th International Conference on Organizational Science Development

Mjesto i datum
Portorož, Slovenija, 19.03.2008. - 21.03.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
proračun tržnega komuniciranja; podjetja v Sloveniji
(marketing communications budgets; Slovenian companies)

Sažetak
Performing all marketing communications activities require financial resources. Different methods are available for establishing and allocating budgets for marketing communications. Companies consider different factors when establishing the promotional budget and they usually take into consideration the actual companies needs. Each company must develop its own model for allocation marketing communications budgets and consider the most relevant factors for the companies. The paper consists of theoretical and empirical part. In the theoretical part the framework and basic concepts for establishing the marketing communications budget is presented. The empirical analysis is based on the primary data collected. This paper presents the results of a study that examines approaches and allocation of marketing communications budgets in the sample of Slovenian companies.

Izvorni jezik
Slv

Znanstvena područja
Ekonomija

POVEZANOST RADA