publication . Other literature type . 2012

MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS IN THE BUSINESS-TO-BUSINESS MARKETS

Jerman, Damjana; Završnik, Bruno;
Open Access English
  • Published: 01 Jan 2012 Journal: Economic research - Ekonomska istraživanja, volume Special Issue, issue 1 (issn: 1331-677X, eissn: 1848-9664, Copyright policy)
  • Publisher: Juraj Dobrila University of Pula, Department of Economics and Tourism 'Dr. Mijo Mirkovic'
Abstract
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. Th...
Subjects
free text keywords: Marketing communication effectiveness; business-to-business markets; marketing communication objectives; organizational performance; structural equation modelling

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