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  • Integrated marketing communication impact on the OTC products' market performance
    Završnik, Bruno ; Jerman, Damjana, 1972-
    The paper investigates the relationship between the implementation of integrated marketing communications and market brand performance in the field of OTC products and food supplements that are ... available in pharmacy stores in Slovenia without a prescription. In addition to providing a general discussion on the topic of the theoretical field of integrated marketing communication the first part of the paper elaborates on different components of this theoretical perspective. According to such considerations, relevant components of integrated marketing communications are identified. In the second part of the paper a LISREL model approach is used to investigate the impact of implementation of integrated marketing communication among OTC brands and food supplements sold in Slovenian pharmacy stores on their market performance. The results of the empirical research reveal a relatively strong and statistically significant relationship between the two variables.
    Source: Economic integration, growth prospects and enlargement = Intégrations économiques, perspectives de croissance et élargissement : research monograph (Str. 491-501)
    Type of material - article, component part
    Publish date - 2012
    Language - english
    COBISS.SI-ID - 11383580

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