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Effects of top management involvement in integrated marketing communications

Author

Listed:
  • Nina Hočevar

    (PANTEA)

  • Vesna Žabkar

    (Faculty of Economics, University of Ljubljana)

  • Damijan Mumel

    (Faculty of Economics & Business Maribor)

Abstract

There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively. In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.

Suggested Citation

  • Nina Hočevar & Vesna Žabkar & Damijan Mumel, 2007. "Effects of top management involvement in integrated marketing communications," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 19(2), pages 159-171.
    • Handle: RePEc:zag:market:v:19:y:2007:i:2:p:159-171
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    References listed on IDEAS

    as
    1. Gould, Stephen J., 2004. "IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 66-70, March.
    2. Swain, William N., 2004. "Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 46-65, March.
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