Naslov
Interdependence Between Corporate Strategy And Integrated Marketing Communications In Croatian Companies

Autori
Bilić, Ivana ; Mateljak, Željko

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, ostalo

Izvornik
Proceedings of the 23rd CROMAR CONGRES, Marketing in a Dynamic Environment – Academic and Practical Insights / RGrbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina (ur.). - Opatija : Hrvatska udruga za marketing (CROMAR), 2013, 7-7

Skup
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings

Mjesto i datum
Opatija, Hrvatska, 23.10.2013. - 26.10.2013

Vrsta sudjelovanja
Demonstracija

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate strategy; management counseling; corporate communications; organizational performances; integrated marketing communications

Sažetak
In contemporary academic literature, many authors agreed that an overall communications efforts need to be tightly connected with general company’s strategy. In this paper integrated marketing communications has been investigated as an integral part of wider, corporate communication function, management function, responsible to employ and harmonize all communication efforts. Integrated marketing communications as a complex discipline was observed through its elements such as: personal selling, brand advertising, corporate advertising, sales promotion, publicity, usage of social media, sponsor and donation activities and events. Furthermore, integrated marketing communications professionals need to work together with companies’ management with the aim to perform their activities leaded by overall corporate communications and corporate strategy. In this paper authors try to provide the evidence of practicing previously mentioned elements and activities of integrated marketing communications in accordance with corporate communication strategy and general corporate strategy. This survey has been conducted on the population of 500 companies with the highest value added rank in the Republic of Croatia in the year 2009 (according to the Institute for Business Intelligence). Analyzed companies are Croatian companies with the highest added ranking in that year. The main intent of this paper was to investigate evidence of interdependence between strategic positioning of integrated marketing communication activities in line with corporate strategy. Furthermore, this research has been proved our assumption that there is a positive link between higher levels of integrated marketing communications activates and organizational performance which observed companies achieved. Also, second assumption have shifted our research interest to explore strategic positioning of integrated marketing communication and its effect on organizational performances achieved by observing companies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA