VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Top management involvment as determinant of IMC [Elektronski vir]
    Hočevar, Nina Vanita, 1974- ; Žabkar, Vesna ; Mumel, Damijan
    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.
    Vir: Proceedings of the International Colloquium on Business & Management (ICBM) 2007, 19th-22nd November 2007, Bangkok, Thailand [Elektronski vir] ([8] str.)
    Vrsta gradiva - prispevek na konferenci
    Leto - 2007
    Jezik - angleški
    COBISS.SI-ID - 9306140

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