Empirical Analysis of the Relation between Organizational Performance and Integrated Marketing Communication within the Romanian Bakery Industry
Empirical Analysis of the Relation between Organizational Performance and Integrated Marketing Communication within the Romanian Bakery Industry

Summary/Abstract: Nowadays, the relation between organizational performance and integrated marketing communication is valorified increasingly more by companies aiming to create profitable and long-term relationships with consumers, and getting materialized results in increased sales, increased market share, profitability, etc. The identification the ways of measurement the efficiency of tools communication integrated marketing constitute the support to create such relationships and supports the managers in their efforts to implement and measure the integrated marketing communication program in a way effectively. The empirical analysis was aimed identify ways to measure to the the efficiency of tools communication integrated marketing used by leading manufacturers in the bakery sector in Romania.

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