Effects of top management involvement in integrated marketing communications Cover Image

Učinci sudjelovanja vrhovnog menadžmenta u integriranoj marketinškoj komunikaciji
Effects of top management involvement in integrated marketing communications

Author(s): Vesna Žabkar, Nina Hočevar, Damijan Mumel
Subject(s): Economy
Published by: CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb
Keywords: Integrated marketing communications; IMC; management; degree of IMC; marketing communications

Summary/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.

  • Issue Year: 19/2007
  • Issue No: 2
  • Page Range: 159-171
  • Page Count: 13
  • Language: English
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