AN EMPIRICAL STUDY OF MARKETING COMMUNICATIONS EFFECTIVENESS IN SLOVENIAN MARKET

Article, Report English OPEN
Jerman, Damjana; Završnik, Bruno;
(2017)
  • Publisher: CEOs Ltd.
  • Journal: Innovative Issues and Approaches in Social Sciences (issn: 1855-0541)
  • Publisher copyright policies & self-archiving
  • Identifiers: doi: 10.12959/issn.1855-0541.IIASS-2014-no1-art07
  • Subject: marketing communication effectiveness | učinkovitost | business-to-business markets | bidirectional communication | strategija trženja | business-to-business | marketing | integrated marketing communication | marketing communication strategy | Social sciences (General) | H1-99 | trženje | Slovenija | komunikacije
    • udc: udc:339.138:659.1(497.4)

This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications.... View more
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