Jerman, Damjana and Završnik, Bruno (2012) Model of marketing communications effectivenes in the business -to-business markets. Ekonomska istraživanja (SE1). pp. 364-388. ISSN 1331-677X
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Sažetak
Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-to-business market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the model (which incorporates facets of the marketing communication objectives, bidirectional communications, and communications channels) is tested to examine the impact of these antecedent variables on marketing communications effectiveness and organizational performance. The concept of marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, and confirm the central concept of marketing communication effectiveness as having a positive impact on organizational performance. Managerial implications are discussed along with suggestions for further research.
| Tip objekta: | Članak |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | SE1/2012 |
| Ključni pojmovi: | marketing communication effectiveness, business-to-business markets, marketing communication objectives, organizational performance, structural equation modelling |
| Teme: | 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 658 Poslovni menadžment, upravljanje, administracija. Organizacija poslovanja > 658.8 Marketing. Prodaja. Prodavanje. Distribucija, raspačavanje |
| Odjeli: | Odjel za ekonomiju i turizam "Dr. Mijo Mirković" |
| Datum pohrane: | 08 Apr 2013 06:45 |
| Zadnja promjena: | 08 Apr 2013 06:45 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/2189 |
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