The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice

    Damjana Jerman Info
    Bruno Završnik Info
DOI: https://doi.org/10.3846/16111699.2011.620163

Abstract

The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a positive impact of marketing communication effectiveness on organizational performance in case of Slovenian companies.

Keywords:

marketing communication effectiveness, business-to-business markets, marketing communication objectives, communication channels, organizational performance, structural equation modelling

How to Cite

Jerman, D., & Završnik, B. (2012). The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice. Journal of Business Economics and Management, 13(4), 705-723. https://doi.org/10.3846/16111699.2011.620163

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September 17, 2012
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2012-09-17

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How to Cite

Jerman, D., & Završnik, B. (2012). The model of marketing communications effectiveness: empirical evidence from Slovenian business-to-business practice. Journal of Business Economics and Management, 13(4), 705-723. https://doi.org/10.3846/16111699.2011.620163

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